I am the greatest.

So proclaimed Muhammad Ali, at a time when no one could contest that line. He was the greatest at his job, knocking men senseless in 15 rounds of pugilistic mayhem that came to be called the Heavy Weight Championship of the World. Apart from a few prize fighters, Joe Frazier and George Foreman, most everyone agreed on Ali's CV as the best in the game. A quick right hook would take care of anyone doubting his credentials and so he was able to carry on his self branding exercise with total belief in his abilities. Most people can't get up at the office morning tea and proclaim their greatness because we don't abide with the philosophy of self promotion and aggrandisement. We don't do it because we live in an egalitarian society and anyone seen to be acknowledging themselves as better than the rest, is quickly labelled wanker or worse.

Yet you are likely to be really really good at what you do and no one notices because you don't want to be boastful or arrogant about your achievements and abilities. You keep working with perceptions, doing a fabulous job, getting on with your colleagues, putting in extra hours on the weekend, along with late nights will get you noticed by the boss and so build a great reputation. Unfortunately acclaim for your skills and achievements happens only twice in your employment, once when you are hired because your skills are recognised as being the best and then again after you leave and the company finds out how much you actually accomplished. In between it's up to you, so give the boss a break, the boss isn't a mind reader, point out your worth with diffidence, show your best side in meetings and don't expect anyone else to be responsible for your forward movement in the company. The boss as Father figure has long been extinct and to rely on someone responsible for an entire company, to be responsible for you and your brand is ridiculous on all levels.

The capacity to show your wares, to build your reputation and to market your brand has never been more available and attainable. There are enough opportunities to highlight your skills, socially and business wise anyone not working on their profile has been living under a rock, in a cave or has never turned on a computer. Don't be a casualty, don't be road kill on the "super highway", leaving your brand in the hands of others, especially your boss is tantamount to becoming the invisible man. Stake you place at the table, be it corporate or social, don't just take up space, contribute and create and your value will be recognised.

As long as communication and promotion is a two way street, your brand has the ability to stay interesting and engaging without being ego centric or conceited. Growing your cache will enhance opportunities within your circle, work wise and socially. Ali worked for years becoming the greatest, recognised for his unique abilities and personality. Aside from the gym work, if Ali had started online today, the world would have known about him in a day. If Ali had left it to his trainers he would still be in the gym pounding the big bag. What are you waiting for?