You know how so many professionals want to stand out from the crowd, gain the trust of their audience and becoming expert in their market?
Well, that’s where personal branding comes in.
One of my mentors says: Personal branding is the process of unearthing what makes you exceptional and communicating it in a systematic manner to your audience so that it will bring value to your audience and success to you. The reality is most people, when they think of themselves, they think of job titles. They, for example, say I am a real estate agent, I am a lawyer, I am an accountant, I am a coach and honestly, when you introduce yourself as a job title, it doesn’t help you to stand out from the crowd. It just makes you similar to all of the other competitors and peers out there that are doing similar work to you.
So how can we stand out from the crowd? How can we differentiate ourselves from the rest?
In my definition a personal brand is a unique promise of value. Think about it! A unique promise of value. And there are 3 key aspects to this definition: The first one is unique, which means there is something differentiated about you. There is something about you that is different from all of the other people who are doing similar work. And to unearth this uniqueness, you can look at who you are , your strengths, your talents, your values, your missions, your visions, your personality attributes and so on. Also you can look at what you do and who you do it for (your target market). Also how you do it: maybe there is a specific methodology that you are using to help your clients reaching their goals and why you do it? maybe there is a story behind what you doing right now that set you apart from the rest.
The second part of the definition is promise. And by promise, I mean being authentic. Obviously when you are making a promise to your target audience, you want to make sure that you can deliver on that promise. Personal brands are always authentic. Remember: A personal brand is not something fake that you dig out of the ground or you create from nothingness. It is something that's authentic to you, that's within you already. You just unearth it, you discover it and package it and present it in a way that makes sense to your target audience.
And the third part of this definition is value. Remember? Unique promise of value. And by that, I mean that what you're doing is relevant to your target market. It’s what they need, it’s what they desire. And you can always be relevant if you know your target market deeply, if you know what they are looking for, what they are moving toward, what they are running away from, and what results they are after.
So to review, a personal brand is a unique promise of value. Think about yourself. Are you unique? Can you make a promise that you can deliver authentically? And are you relevant to the needs and goals of your target audience?
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