Set yourself apart by applying the world of big branding.
Most people think building a brand it's about having a logo, colors and a typeface. But that's not only what a brand is about. Know that a brand isn't what you think it is. Even though it's up to you to shape it.
Rather, a brand is what others think it is. Creating a brand means integrating all of the touch points about a company to create a feeling about a company or product. Creating a brand for you means considering all of the places people experience you - online and in person, and making sure the experience seeds the feeling you want people to have.
For example, do you want people to think of you as a serious, credible resource? Then all of your writing, images and the way you talk must inspire trust and credibility. You'll want professional portraits that exude confidence and competence. You'll want to demonstrate why people should listen to what you have to say on your chosen subject. The colors you use should be rich and considered. And most importantly to earn that trust and credibility you have to do what you say you're going to do by when you promise it. In other words, you have to deliver.
Or if seriosity isn't your jam maybe you want people to see you as the funniest person around, the one who's always on top of pop culture trends and makes a crowd roil with laughter? Then all of your writing and imagery should make people smile. And laugh. The typefaces you use should be whimsical and perhaps a little quirky (note that comic sans, Curlz and Papyrus are NOT what I'm talking about here). After all, you need to be credibly funny and those tell us you've passed your sell-by date. Your colors should exude lightness and joy.
If you're an interior designer then the spaces and materials you use should reflect your keen sense of style. Even there, if you're all about mid-century modern minimalism than you're not going to look like you belong in a frilly victorian mansion. Say you are but feature lace curtains and busy wallpaper and your credibility goes to nil.
If you're a race car driver, you're probably not going to show off your collection of pink Cadillacs. Not that you can't race cars AND own such a collection, but you wouldn't lead with it.
You've got but a second to plant an image in another's mind. Your brand is the best way to do that fast. In fact, building a personal brand is really the only way to stand out today. We all need shortcuts to identify brands and people we want and need in our lives.
You create that by knowing WHO you are, WHAT you stand for and WHY you matter. But that's not enough. You have to know who you matter to. You've got to choose your audience. No one matters to everyone. The more clear you are on who you can make a difference for the greater your odds of success.
In Issue 66 I talked about the importance of defining your purpose, the foundation for building a relevant brand. Let me help you make that happen with a couple of exercises courtesy of Ogilvy, a legend in building profitable brands:
Define your purpose:
On the left side, list the specific cultural tension you're noticing.
On the right side, identify what your best self is, or for a company, what your brand's best self is.
Now look at where this best self overlaps with the cultural tension you've noticed.
This is your personal brand ideal. The magic place where you'll matter to those you've identified as your audience.
Describe this ideal in terms of how the world will be better with you in it.
Important: This is not a fleeting purpose but something enduring. Think of this as who you'll be for the next 10 years.
This is your compass. Your North Star.
I just did this for Own The Cow:
Cultural Tension:
Most people can't count on their jobs being around tomorrow.
The later in life you lose your job the harder it is to come back.
My brand's best self:
Diversify your income and increase your resiliency to protect yourself from job loss
My brand ideal:
For Own The Cow, the world would be a better place if more people achieved financial freedom.
Now define your position in the market.
This is how you'll present yourself today. And this will change as the market changes. But is still aligned with your enduring purpose.
For (target audience / customer)
Who (wants, needs, opportunity)
(Product name) is a (product category)
That (your key benefit)
Unlike (competing alternative)(Product name)(state why you're different)
Own The Cow’s position:
For people in transition
Who are struggling to reboot their careers after a major financial setback (job loss, etc.) and want to gain control over their financial future, and are willing to do the work.
Own The Cow is an online resource for rebooting careers
That helps people achieve financial freedom and increased joy in their work after a major setback
Unlike all of the false promises of easy solutions and non stop hustling leading to burnout and overwhelm
Own The Cow blends timeless creativity and coaching that helps people move from desperation to inspiration.
Another way to do this is from Marty Neumeier's book, Zag to answer
What: A an online resource for rebooting careers
How: That empowers individuals through coaching and creativity
Who: for women and men who've suffered major career setbacks
Where: Online and virtual
Why: Who need creative resources and accountability
When: You can't count on your job being there tomorrow
From this you come up with your "onliness statement"
Our (Product/Brand) is the ONLY (Product, Service name) That (state your key benefit).
I will admit that I'm struggling to distill Own The Cow's "Onliness statement"
I can't claim to be the only resource, the only coach (you didn't know I offered coaching did you?) or the only platform that helped people with their careers. But what I am doing is defining how I'll do it differently than others. I'm defining my secret sauce and who I'm for (and not for). For example, I'm not for hard-charging hustlers who focused more on making money flitting from idea to idea than building an enduring career that makes a difference in the world.
An "Only" statement means you have a way to radically differentiate yourself. That's tough to do, but doesn't mean you shouldn't strive for that.
Hint: I'm working on this myself. Stay tuned.