Whether we like it or not, we are judged by the associations we keep. At first blush this doesn’t seem fair. However, if you think about it for more than a second or two, you can see the logic behind it. For the most part, we choose our associations with the exception of our families. Therefore, your associations are a reflection of YOUR JUDGEMENT and YOUR BRAND. If you are associated with someone who is unethical, you are broadcasting to the world that you have some tolerance for lack of integrity. On the other hand, if you surround yourself with people who are kind, thoughtful and smart, this also reflects on your judgement, in a positive way.

Because your associations so strongly effect your reputation it is critical to choose wisely. Here are a few questions to help you evaluate your current associations and how to better choose future ones.

1. Does this person/business uphold the values I want to nurture?

2. Does this person have a positive attitude?

3. Does this person make me feel inspired to grow?

4. Do I feel good about myself when I spend time with this person/business?

5. Am I proud to say this person is a friend, colleague or business associate?

If you cannot answer yes to most, if not all, of these questions, it may be time to re-evaluate your associations. You are not looking for all of your friends and colleagues to be like Mother Teresa, but you are looking for them to enhance, inspire and reflect your personal brand standards. In turn, be sure YOU are exuding the qualities which would make others feel proud to associate with you.

We all struggle sometimes to know when to forge strong connections with others. If you have any thoughts or experiences you’d like to share that have helped you, I’d love to hear from you. Just make a comment below. Or post it on Facebook.