What Differentiates You?

Did you know that you are a brand and a unique one at that? People are brands and brands are like people. This week I have a guest post from Rachel Brushfield who is the founder of the talent liberation company Energise. She says that even though there are a lot of human beings around, there is only one of you ...

A brand is a product or service with a personality, which occupies a territory in people's minds. Every time they interact with it, for example, a service like Alton Towers or a product like Heinz baked beans, they hopefully have a consistent and positive experience that builds the relationship they have with the brand and their affinity to it.

Equally, if they have a negative experience, their attachment to the brand is lessened and they start to consider other choices. A brand's territory, which can be real, imaginary, functional or emotional is something that is desired, for example, Virgin is 'The People's champion'!

The brand's personality makes it interesting, appealing and relevant to us so that we seek it out, select it over other choices and often pay a premium for it. It has a clear raison d'être and wanting to choose it gives us one less thing to think about in a myriad of overwhelming choices.

Apply the same principles to human beings in life, work and business and the same is true. We all want to be chosen in work, in business, in love, in friendships. We need to stand out and stand for something relevant and desired or we'll get overlooked and left behind.

In business, we all need to market ourselves to give us an edge over our 'competitors'; within our companies if employed, at interviews if seeking new employment, and with our contacts if self-employed.

We all have unique skills and talents, some we were born with and others we acquire along the way. What we don't want to stand for is blandness, or we'll be left standing while our competitors leap over or even tread on us.

So, how do you market yourself as a brand? Work through the following 10 steps, either by yourself or with the help of an experienced coach:

- What's your desired outcome from this exercise?
- Who are the people you want to influence, i.e. your target audiences?
- What's really important to you in life?
- What are your skills?
- What are your personal qualities?
- What are your unique talents?
- What sums up what makes you different to your competitors? (your USP)
- What are the needs and problems of your target audiences?
- How can you help solve the problems of your target audiences using your skills, personal qualities and unique talents?
- How can you express your USP utilising all your senses, consistently and impactfully?

Often people are so close to themselves that they forget or cannot see what makes them great or unique. This is especially true with the modest and self-deprecating British! This is why it can be useful to work with an objective coach.

Check out the Energise seminars are designed to help you differentiate yourself. Details below:

Energise Marketing Yourself Seminar: “Why me? What value do you bring?
6-8pm Tuesday 15 June on Zoom. Click here for tickets.

Energise Seminar: “Marketing me: Proactive marketing”.
6-8pm Tuesday 13 July. Click here for tickets.

Thank you Rachel! If anything she's written resonates with you and you'd like to discover more about what differentiates you, call her on 845 22 55 010. She is an experienced career strategist and coach, marketing mentor and published author.