3 Unconventional Factors to a Successful Personal Brand

As a business owner, I am frequently reminded how much developing my business is like crafting a personal brand. In fact, there are several components of a business model that work quite well in helping to define one’s personal brand. Can you guess the common denominator? Value.

Below are three components found on the LEAN Business Model describing their traditional function as well as how they can contribute to a value-driven personal brand. If you are looking for an innovative way to re-approach your brand, look no further!

UVP

At the center of any business model is the unique value proposition, or UVP. A UVP is a clear, compelling message that states why your company is different and worth a customer’s attention. It is a question that explains how you intend to make money. In a personal branding sense, one must define how they differ from their competition (i.e., other job candidates). The main difference, is that with people, the UVP is more often a constellation of skills and personal qualities, not a singular factor.

Unfair Advantage

Perhaps a lesser-known factor, but no less important is the unfair advantage. In the business sense it means, “What is it that I can deliver that is not easily copied by someone else?” On a personal level, it’s a skill or talent, (i.e., knowing the ins and outs of a particular industry) that is unique to you. Tip: If you’re having trouble determining your unfair advantage, look back at earlier life events such as volunteer roles.

Features vs. Benefits

In business, features are attributes or functions of a service, while benefits answer the eternal question, WIIFM (what’s in it for me?). Consumers do not purchase a product or service for its features, they purchase for the value of the benefits of the product or service.

The value that you offer (benefits) is the crux of personal branding.

Early in your discovery process it is important to program your thoughts around values, not features. If you find this to be a tedious process, you’re probably doing it right! Don’t get in the habit of focusing on features, you will likely stuff your resume with empty keywords. Keywords work, however, they must be connected to your contribution or else they have no significance.

Closing Thoughts

Value comes from your experience.

I hope that these unconventional factors have helped you uncover some unique experiences that benefit your overall brand.

Let me know how it goes!