There is something to be said for distinctiveness.
What sets one car apart from another car? Or, adding some granularity into the equation, what makes a Lamborghini different from a Ferrari, or a Bentley from a Rolls Royce? What makes an Apple iPhone 15 Pro Max distinct from a Samsung Galaxy Z Fold6? What makes a 1957 Gibson Les Paul Custom distinct from a 1957 Fender Custom Shop Stratocaster?
And what makes you distinct from the next guy? What makes you distinct from your competitor? If you are a sole practitioner, or even if you are an Intrapreneur (i.e., an entrepreneurial-type innovator and contributor who works within an organization not of your own making) what are your distinct characteristics? What do you bring to the table? What is your unique factor?
In fact, if you are a CEO, what makes you distinct from other CEOs? How are you different? How are you special?
These can be tough questions. But they are important ones. Because in a crowded marketplace where commodities are the norm, you can’t stand out if you can’t tell a compelling story that explains what makes you unique.
We call that personal branding, or, if you prefer, BrandU.
Here’s the hard truth: You are unique in some way, but if you do not know how to articulate that uniqueness, you might as well go home. If you cannot spell it out cogently, then you will be seen as a commodity, period, end of issue.
The way to map out your brand is to sit quietly and think deeply in a place where there won’t be any interruptions. When you are there, think about what it is that truly makes you who and what you are. Where do you really shine? Are you super organized? Is your energy your most stand-out quality? Are you a profoundly deep thinker? Do you get things done in the face of impossible odds? Is your courage on par with Alexander the Great’s? Are you statesmanlike? Is your sense of humor such that you bring levity and laughter to even the most dour? Are you a strategic genius? Do you have the touch of an innovator?
Whatever it is, you may find that you have not one, but several distinct ingredients that make up your secret sauce. And while sitting in that quiet room is often the right environment to ferret out your unique brand elements, be open to the fact that such understandings make come to you while behind the wheel of a car, or while walking from one meeting room to another, in a burst of unexpected revelation.
This was my own experience where on one occasion in the past, the realization that my unique brand elements can best be described as “Intellect that is accessible and actionable” came to me during an unexpected flash of insight. People often label me as a person with a bit of an intellectual bent, and that’s true. But I try to convey that intellect in ways that are accessible by the masses, by expressing deep ideas in a way that are coherent and understandable. But there was one more facet of what I bring to the table: expressions of ideas that are not just intellection and understandable, but actionable by others, meaning they can comprehend what is being expressed, and, they have a clear line-of-site between where they are and how to get to where they want to go. I give precise recipes for obtaining outstanding results based on the ideas I stand by. That’s me.
But what about you?
Figure out your brand, and shout it from the rooftops. Emphasize it in almost all of your business conversations. Find a way to weave your branding into any encounter where it makes sense to do so. Promote yourself shamelessly. People will eventually catch on to who you are and what you bring to the table. Doors will start to open. Your reputation will precede you. And you will find yourself in golden situations where you can do what you do best.
Not a bad place to be.
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