What Makes You Unique?
Years ago my husband and I dressed up to dine at an exclusive NYC restaurant for our wedding anniversary. I recall looking at our reflections in the bedroom mirror and thinking “Wow! We look sharp.”
Upon entering the restaurant I realized we were just one of many who likely felt that way. The restaurant was full of people who were all looking sharp. We didn’t stand out...we blended in.
Life is like that. It starts when we apply to college and continues through job applications and work presentations. How do we differentiate ourselves?
If everyone is bright, dynamic with similar skills and experience, what is going to separate your application, your presentation...you from the myriad of others?
Your personal brand is formed when you understand why you stand out from the crowd. It's identifying and communicating an image of what's authentic to you.
When helping people define their personal brand I ask them to explain “Why would someone choose to work with you over the competition?
There are many people who do what you do; are you able to explain what makes you unique?
A concise answer to this question allows you to position yourself to your target audience. If you can’t clarify what makes you unique, how will others form a perception of you?
Five ways to identify what makes you unique:
1. Connect to your purpose. Understand the “Why” of what you’re doing. People don’t buy what you do, they buy why you do it ~ Simon Sinek. If you haven’t watched Simon Sinek's TED talk, do so now. Most people can describe 'what they do' and 'how they do it,' but they can’t tap into 'why they do it.'
2. Ask why your existing clients chose you. Who knows better than the people who chose you over the competition? Help them drill down by probing beyond the “I think you’re good” response. Ask, "Why do you think I’m good? What exactly do I do well? How am I helping you?” This is enlightening. What you think is important to your clients, may differ from what they value.
3. Identify your passion. What aspect of your job do you enjoy most? This would translate into your strengths. Gain insight from assessments, performance reviews and co-worker feedback. A theme should emerge. When you love what you do, you do it well.
4. Make a list of your character traits or core values. Branding can be your life experiences, sense of humor, communication style. Think beyond the results you provide to personal core values. Are you an excellent listener? Do you follow-through well? Are you direct? These attributes define your personal brand. Lead with them.
5. Compose your 30 second elevator speech. Answer these three questions:
- Who you are? This is your specialty, not only your title.
- Whom do you serve? This is your target audience. There may be various partners here. Who ultimately benefits from what you do?
- How do you help? Explain how their lives will change. Paint a picture. Are you saving them time, providing investment opportunities, developing innovative solutions?
The most significant thing about identifying your brand attributes is in order to succeed you must deliver what you promise. Do what you say you’re going to do. Walk the talk. Your clients are watching you.
People choose to work with people, not companies. They buy you first, or they buy nothing at all. Let them see what it is they’re buying.
There really is no one else exactly like you. Do you agree?
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Theresa Merrill coaches C-suite executives, entrepreneurs and sales teams on marketing strategies to build their personal brand, establish thought leadership to gain attention and uncover business opportunities.
Follow Theresa on LinkedIn and or email her at merrill.theresa@gmail.com for information about her training.
Please check out my other posts on LinkedIn, too!
Why You Should Connect With People You Don't Know On LinkedIn
How To Effectively Network on LinkedIn
Five Factors To Help You Be Found on LinkedIn
Director of Finance
5moThank you Theresa. Lots of great concepts to focus on here. Most importantly identifying what makes you unique. Especially when everyone you are competing against is equally accomplished, it is important to find a way to stand out. As in the article and Simon Sinek's video, determine the why.
RNA Biology | Analytical Chemistry | Biotech | Drug Discovery & Development | CMC | Regulatory Science
2y"There really is no one else exactly like you. Do you agree?" Most definitely. What I especially like is the 5-step action plan to understand and improve one's personal brand - something even more relevant in today's IG and Tic-Tok dominated culture.
President & CEO Credit Gnomes "The Payment Reporting Experts"
2yTheresa, great article! Personal branding is a reflection of each of us as individuals and your brand is the beginning first step in building trust in relationships with others, friends, prospects, clients, etc.
Customer Success | Project Management | Connector | Cross-functional Team Collaboration
3yStart with Why. All of these are great ways to start to build an image of what you enjoy doing, and will work hard at doing! And as we have more experience we can continue to add more things we are passionate about.