My post last week about backpacks and suits struck a nerve with a number of people. People commented that they have had similar observations, and some observe the behavior in themselves. We are all responsible for our brand. What is yours?

A colleague observed, “First impressions, however accurate or inaccurate, make a statement about you and begin the perception of your brand.” We all have a brand that is supported by our words, action and results. We cannot control how we are interpreted. We can behave in a way that is more often interpreted as we intend.

In some cases a brand is aligned with our natural behavior tendencies. I recall having a boss who was a fast-paced people-focused leader. His brand was closely aligned with those behaviors, and he was seen as connecting well with people and establishing many relationships through which he delivered results. I had another colleague who was more task-focused, and his brand included getting things done no matter who he had to step on.

Early on in my career, my behaviors established a brand that was arrogant and aloof. I was very task focused and would rarely spend time on small talk. I would avoid saying “good morning” to my coworkers because I did not want to interrupt their work. My behaviors gave the impression I believed myself too good for them. I have worked on connecting better with my colleagues informally.

As technical leaders, we sometimes under estimate the brand impact of social awkwardness or avoiding social norms. For example, if you don’t introduce yourself to someone in a meeting whom you haven’t met. Or, if you don’t look someone in the eye and shake their hand to say hello. These awkward behaviors may seem innocent, even expected for the technical person in the room. These behaviors say something about you. Your brand may become associated with an unwillingness to step out of your comfort zone, or an inability to socialize effectively.

I associate my brand today as someone who helps others and values making an impact. I realize that I support that brand by approaching my work with a simple question “How can I help?” I prioritize listening and asking thought-provoking questions. I avoid leaping to advice or directives. I spend time on the results I want to create, and avoid seeking credit or directing the details of how we get there.

Your brand does not need to be an entirely different person than your natural self. You can adapt without changing who you are. Consider what adaptation you are willing to make based on what results you want to achieve. What is your brand? What actions do you take to reinforce that brand?