“How can I possibly stand out from all the other people saying and offering the same things I am?”
It’s a question worth asking given all the noise on the Internet. Just this morning, I was on the phone with a client who was concerned about starting a podcast when it seems like there are so many people with podcasts already.
The truth is, there’s plenty of room for your voice in the world. In fact, it’s desperately needed. The key is to develop a distinct voice that stands out and draws your ideal audience in.
To stand out in the marketplace, your personal brand needs three things.
Do you offer solutions that address top-of-mind problems and goals that your audience is:
a) Aware of
b) Actively looking to solve and
c) Ready to invest time, money, energy to do so
Relevance is about showing them that you understand their experience. You have to meet them where they are by talking about their most immediate problems and desires — the ones that keep them up at night.
Let’s take the example of an ADHD coach. Relevance would be creating content that helps them gain control of their schedule, find the right medication (or alternate solution) for them, or manage an Adderall crash in the evenings. These are the things that an adult with ADHD is actively looking for help with.
Relevance alone is not enough. People will ultimately choose to do business with you because they resonate with things like your values, how you make them feel, how you connect with them, and what you stand for.
- Do you make your vision, values, and mission clear?
- Do you lean into sharing aspects of your life and personality that create a sense of shared meaning?
Returning to the example of an ADHD coach…
Resonance would be telling your story about living with ADHD, taking a stance on how ADHD is treated, being vulnerable about the things you struggle with, or sharing your mission to change how ADHD is diagnosed and treated.
This is your unique value proposition. It’s a clear reason why your market should choose you and your solution over other options available to them.
- What differentiates your approach?
- Is it faster, easier, less expensive, more efficient, etc.?
- Do you provide a luxury or unique experience?
- Is your solution based on the latest research and best practices?
- Do you have your own signature process?
- What do you do better than others in your market?
- What unique or unconventional perspective do you bring to your process?
- Did you mix different ideas or methods into your own unique solution?
The good news here is that with a thought leadership business, YOU yourself are one of your strongest unique value propositions.
As trite as it may sound, you are the only one who brings your mix of perspective, personality, experience, strengths, beliefs, etc. to the table.
The 3Rs provide a simple framework for identifying how to make your personal brand more compelling and unique.
Which of these three elements do you need to focus on more with your own brand, content, and messaging?