(FORTUNE Magazine) – It's clear that today's celebrities are becoming brands unto themselves (see "Celebrity Inc." on fortune.com). But now even middle managers can get into the act. Mark Pasetsky, a former flack for MTV's online operations, has launched Mark Allen & Co., an executive branding service, out of an office in the Meatpacking District of Manhattan (known for branding of a different sort). "You have to have a high profile to be successful," says Pasetsky, "so it's almost like career insurance for yourself." Tactics include speaking at industry conferences, writing op-ed pieces, joining the right charities, and hitting the gym to keep your brand fit and trim. Pasetsky has even created a logo for one client. "I can work with anyone who has the potential to have a story," he boasts. The problem? Most executives are leery--and rightfully so--of stealing limelight from their publicity-hungry CEO. But Pasetsky says you can create a niche for yourself that will further your career and won't get you fired. And with four clients in his first month, it seems to be working. So if you see your VP of finance in the gossip pages next to J. Lo, don't be surprised.

--Matthew Boyle