Episode 3: Your Name Is Your Logo

Guest: Yannick Brookes, President and CEO of BSquare Advisors

In this episode of The BSquare Advisors Brief, the host and guest continue the conversation from Episode 2, “Your Brand Is Bigger Than Your Logo,” by shifting the focus from organizational branding to personal reputation.

The discussion explores the idea that, for individuals, your name functions like your logo. It enters rooms before you do, moves through conversations you may never hear, and becomes attached to people’s experiences, assumptions, memories, and perceptions of you.

This episode examines how personal brand affects the workplace, management, leadership, relationships, and everyday communication. The host and guest discuss the difference between how people define themselves and how they may be perceived by others, while emphasizing that the goal is not to become fake, shrink yourself, or change who you are. The goal is awareness, intentionality, and understanding the patterns you leave behind.

The conversation also addresses how perception is not always neutral, especially for people navigating assumptions related to race, gender, age, sexual orientation, title, or power. Listeners are encouraged to think about how they communicate, how they show up, how they respond under pressure, and how their name travels through formal and informal networks.

In this episode, we discuss:

• Why your name is part of your personal brand
• How reputation moves through conversations you are not part of
• The difference between intention and impact
• Why patterns matter more than isolated moments
• How personal brand affects workplace trust and leadership opportunities
• Why management exposes your brand
• How perception can be shaped by bias, assumptions, and stereotypes
• Why authenticity and strategy can coexist
• How to protect the message without shrinking yourself
• How meetings, emails, feedback, and follow-through shape credibility
• The role of consistency in rebuilding or strengthening your name
• A practical daily tool: Purpose. Action. Impact.

Simple takeaway: Before you respond, ask how it will land. Before you move on, ask what pattern you are leaving behind.

For future episode topics or questions, email podcast@bsquareadvisors.com.

Learn more at BSquareAdvisors.com