When I was growing up, my father always said, "Expect people to treat you like a lady and they will."

He suggested that to seal the deal I should always act like a lady. I didn't know it, but Dad was giving me my first lesson in personal branding.

When I became old enough to start my first business (baby-sitting), I had no trouble getting work or referrals. It didn't take long to realize that my success was tied to branding. People saw me as a nice young lady who was courteous, reliable and honest—the kind of sitter they wanted for their kids. The concept of branding had dawned.

What branding does for job seekers

— defines who you are both professionally and personally

— presents you to the world

— sets you apart from your competition

At The Ritz-Carlton of St. Louis, human resources director Dane Roller works hard to convey the power of branding to every employee. Last Monday, he shared his insights with job seekers and business professionals at a Businesspersons Between Jobs special networking event.

Roller began with The Ritz-Carlton credo, the hotel's three steps of service and its 12 service values. But oddly, the most powerful secret he shared was the company's simple, nine-word motto.

"We are ladies and gentlemen serving ladies and gentlemen," he read.

I immediately thought of my dad and wondered if I was the only one who found those words particularly powerful. As Roller continued, I realized I was not.

"Our motto constantly reminds us who we are, who are customers are and why we are here," Roller said. He spoke of how the motto also played a role in keeping the "behind-the-scenes" running smoothly.

"Out here," he said, waving his hand across the elegant auditorium, "everything is beautiful. Back there (he thumbed over his shoulder) it's not always so pretty."

Everyone in the room laughed. Obviously, we had all been in the trenches when situations had gotten ugly. At those times, the calming influence was often the person or group of people who refused to defile their personal and professional brands by allowing themselves to get ugly.

Roller explained, "It's our ladies and gentlemen who make The Ritz-Carlton experience unique. They set us apart from the competition."

I knew he was right. I have had the pleasure of planning gala events at several outstanding St. Louis hotels. Each of these hotels had attentive, competent staffs, but only at The Ritz-Carlton did the employees seem to know what I needed even before I did. I shared this with Roller as we chatted after his presentation.

"We train them that way," he said.

What Roller and The Ritz-Carlton understand, and what job seekers need to embrace, is that successful marketing begins with the development of a simple, recognizable, always consistent brand. Not sure what yours is? Ask—and honestly answer—these questions:

— How do I perceive myself?

— How do others perceive me?

— How do I want others to perceive me?

Think about the traits of people you most admire, especially people you admire professionally.

— Do you share any of those traits?

— What would it take for you to develop them?

Once you have developed a brand, it's time to showcase it. Here's how:

1. Words and actions. Remember when your mother told you, "If you can't say something nice, don't say anything at all?" The same advice holds true for when you want to say or do something contrary to your brand. On the flip-side, well-spoken words, kind actions and great ideas can have lasting positive effects.

2. Use of social media. Readers of past columns already know how I feel about inappropriate Facebook use, but responsible social media use, that's another topic. The key here is that once you have established your brand and identified all the traits and elements of it, your social media persona must stay consistent with it.

3. Develop a professional website. Not everyone needs a website, but for job seekers who want to showcase a body of work (art, white papers, articles) a professionally produced website can be a great tool.

4. Volunteer work. The organizations you choose to support say a lot about who you are. Why do you think businesses pursue charitable involvement? It strengthens their brand. Choosing a few "team player" opportunities you really believe in can do the same for you.

5. Friends and networks. Your friends and family are your strongest network. But if someone asked them about you as a professional, how would they describe you? Would they know what your strengths are? Likewise, how would your colleagues describe your personal attributes? Networking only works when you've given your networking partners the information they need to speak intelligently on your behalf. Ask yourself, "What can I do to strengthen my brand?" Then, do it.

6. Résumés and other written materials. In a single sentence: professional correspondence should never be flip, flashy, or riddled with mistakes, false information or lies. There are a lot of opinions about how résumés should be written, but the bottom line is this: being true to your brand on your résumé—and in everything else you do—is the best way to stand out in a crowd.