Juan sat on the edge of his seat at the conference table. The manager’s eyes scanned the room as she determined which of the technicians she’d choose to head up the team at the new building. Juan was screaming inside—“Pick me! I’m the best choice for this assignment!”—but he kept his eyes fixed to the folder on the table in front of him. When the manager called on the guy next to him, Juan slumped back in his chair. He was overlooked—again. It was as if he wasn’t even there.

Like Juan, do you wish your boss would take notice of you and respect you for what you can accomplish and what you have accomplished? It feels good to have the respect of others. Respect means being appreciated for who you are, what you do, and how you do it. It means being spoken to in a way that honors you. But how do you get to a place where people look at you with admiration and turn to you for knowledge and insight? You guessed it: assertive communication.

In addition to my work as a life and business coach, I’m also a branding expert. I help people build and protect their reputations. One of the pillars of my model is crafting and communicating a message that triggers a response from one’s audience. Assertive communication leads to success, and success garners respect from others. As you learn to confidently communicate with purpose and clarity, you’ll notice that people will pause to hear what you have to say. As more people listen, the greater the buzz will grow about how your talents, skills, and abilities can help them accomplish their goals. That’s how respectable brands are built.