In a world where jobs no longer last forever, the only constant in your career is you. So instead of relying on the brand of your company to define who you are, you have to rely on your own brand.

Here are two tips for building a personal brand. Read the rest at Yahoo Finance.

Know what people think of you.
This is hard to do. For example, most people think they're more well-liked than they are. And most people think they're more essential to a team than they are. A great way to get an assessment of how people think of you is to ask yourself if you have the five traits of a likable person.

Another approach is to think about traits that likable people have and work on those, because the traits you consciously focus on are ones you can generally improve. Branding blogger Adam Salamon writes that there are some things you should always want to convey, for example that you're interested in other people and that you have a positive attitude. These are things everyone should think about.

But being likable is only part of brand building. You need to be not just liked, but known for what you're good at. Do people know what you're good at, or do they just know that you're nice? You want both.

Meet the right people.
Not every brand is relevant to every person. Understand the kind of people who'll connect best with you, and surround yourself with them, at least to get started. That way you can focus on presenting the parts of you that are most relevant to your brand.

This shouldn't seem extreme. The younger the workforce gets, the more mainstream the idea of personal branding becomes. Travis, a blogging entrepreneur at Young Go Getter, describes his community as a place where people write about what they want to be known for and share ideas to connect with people who think like them.

You need a community like that. Because in the new workplace, no one can take care of you but you — not your boss, not your company, not the economy. It's all up to you, and it's hard to do alone, so figure out what you're great at and then let people know. Start with a small community and let it get bigger and bigger. This is where true financial security and job safety come from.

Read the whole column on Yahoo Finance.