Personal Brand? Isn’t that for politicians, wannabes and the likes of the glitterati you say? Not so. Take a look around you. Personal branding is everywhere. It’s the reason you get your morning cappuccino from one cafe rather than another, the explanation for why you prefer one bar over the next one, why you don’t shop at that shop and why sometimes you are inexplicably drawn to a person, place or that random item you never intended to purchase when you’re out shopping. And if it has that kind of impact, shouldn’t you be taking a look at yours?
Welcome Back Fabulous Positive Change Guru Podcast Friends! In this episode we’ll be looking at 5 ways to rock your personal brand.
In this episode we’ll talk you through how to build a powerful personal brand. We’ll take a deep dive and
- Examine the concept of brand
- Take a look at firmly establishing your unique selling proposition (USP)
- Discover why your passions will signpost you towards your authenticity & inform your brand
- Uncover why your purpose is key and why is should be clear to you and others
- Why your values are the GPS to your unique personal branding
The term ‘Personal Branding’ was first used in 1997 by Tom Peters in his Fast Company article, The Brand Called You. Tom explains,
“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
We all have a personal brand. Amazon’s Jeff Bezos famously defined a personal brand as ‘what people say about you when you are not in the room.’ A personal brand is something we use daily, before we meet someone, when we meet them and after each encounter. Given that your brand is continuously working on your behalf, it makes sense to devote some quality development time into crafting the brand called you.
One aspect of developing a personal brand that many people I work with find less than easy is establishing their Unique Selling Proposition or USP.
How to find your unique selling proposition or USP
“Be yourself. Everyone else is already taken.” Oscar Wilde’s observation is a great starting place when establishing your USP. Your USP sets you apart from others, it is authentic and unique to you. Don’t be daunted by this stage of the personal branding process. Dedicate some serious thinking time now to what makes your brand distinctive and you’ll reap the benefits in the long-term.
5 tips to rock your personal brand & establish your USP:
1. Start by taking a look at the personal brands of people you admire, they may be friends, colleagues or celebrities. Common to all of the individuals who inspire you will be a strong personal brand. Make a list of each person’s USP. What make their USP clear and distinctive? Is it value driven? Is it linked to detail or quality? Analyse, analyse, analyse and make note of everything you see that can help you to develop your own USP.
2. Ask others what advice/job/guidance they specifically come to you above all others for. Why do they place their trust in you to meet their needs, rather than ask someone else? What is so compelling about the way you operate? Understanding how others view you and your skills provides valuable USP information about what already makes you distinctive in the eyes of others.
3. What makes your heart sing? Think back to events in life that have really ignited your passions and inspired you. When have you felt most satisfied and engaged? Look for connections between these moments to reveal an overall pattern that points to your true passions. The passions in your life are a great indicator of what makes you truly authentic and unique.
4. Establish your purpose. Your purpose should be clear to you and to everyone who comes into contact with you and your personal brand. Establishing a clear purpose provides focus. Purpose is paramount to your USP. A strong focus is essential. We move towards that which we focus on and your personal brand is no exception. Purpose and focus provide a rudder for your personal brand.
5. Recognise and list your values and ensure that they are reflected in your USP and personal brand. Values are pivotal to everything we do in life, they underpin the decisions we make and the activities we engage in. The combination of values that you hold speaks volumes about what makes what you do (and how you do it) unique. The Values in Action (VIA) Survey is a great place to start work on establishing the values that you hold dear.