You can bash corporate America and boycott big name brands, but guess what? You’re a brand, too. Whether or not you run a business, you own a media company — your own.

Five questions to ask yourself to make sure you’re building one people want to invest in:

Are you different?

If you can’t separate yourself from “the others,” there’s no reason for someone to choose you. Everyone brings different skill sets and perspectives to the table. Embrace what makes you uniquely you and position yourself accordingly.

Are you real?

“Being authentic” is a phrase echoing through hipster coffee shops but don’t underestimate it. Authenticity is your ability to align what you say and what you do. If you can’t be trusted, you’re going to have a difficult time gaining respect and making deals. (Think: used car salesman.)

Do you matter?

You can market the best air conditioner in the world, but if you’re selling to New Zealanders living in Dunedin in June, you’re wasting your time. If your audience doesn’t need or want the messages you’re sending, it doesn’t matter how great they are.

Are you stable?

Stability doesn’t only refer to mental health. The manner in which you present yourself should be consistent. If your emails are laced with emoticons, “Hey Brian!! Thanks for visiting my site!! You’re awesome.☺☺☺” and your website touts the classy luxuriousness of your services, potential customers will slowly shrink away with confusion and skepticism.

Prowl through your most important documents. Look at your resume, your LinkedIn profile, your tweets. Do they accurately represent what you want people to believe about you?

Does your team know your mission?

From the woman who stocks the shelves to the intern publishing blog content, every member of an organization should be able to recite what the company stands for. If they can’t, chances are high customers can’t, either.

Same goes for you. You need people in your corner who support you and your dreams as you go about making them happen.