How Unique Do I Have To Be For A Strong Brand?

Michelle RabellBranding, Running a BusinessLeave a Comment

The great thing about marketing yourself when you have a personal brand – like a coach, a therapist, a consultant – is that you get use your genius zone (that thing you do better than anyone else) as your number one marketing tool. So when you’re wondering how unique you really need to be to get noticed online, the first thing to understand is that you don’t need to look so far outside of yourself.

You don’t need to TRY to be the strangest kid on the block – unless you really are that kid.

But entrepreneurs often don’t succeed when it comes to marketing their personal brands because they fall into one of these two traps :

1. They either sell themselves short and tone it down so much that they disappear into the sea of internet noise.

2. Or they try so hard to show up as “unique” that they turn off their ideal clients, because they’re not marketing themselves and communicating in a way that’s transparent, real, or aligned with their true nature.

Yes, these are two extremes, but I see this all the time with my clients. So what do you do and how do you know when your “unique” is just too much?

If it just doesn’t feel like you. This is when you need to step back and take a close look at what you’re doing.

The definition of the word “unique” actually gives away a secret formula: “existing as the only one or as the sole example; having no like or equal; unparalleled; incomparable.

See, you already are the only “YOU .” Your job is to leverage the parts of yourself that stand out – those which have no equal.

If it feels like you’re trying too hard, and searching endlessly to see what everyone else is doing to play it safe, you’ve officially sabotaged the definition of “unique.”

What I’ve learned from running my own business and helping clients to grow theirs is that more important than trying to be unique is the ability to communicate your value and tune into your genius.  It is the act of putting yourself out there, being seen, and sharing what you know in response to the needs of your ideal clients that will create a buzz and build your business.

Not sure what your genius zone really is?

Try answering these questions to discover your genius and the value you bring to your clients:

  • What is it about the work you do that lights you up?
  • What do you do better than anyone else?
  • What do people say you’re great at? What do they love about you?
  • What are you doing in the times you feel most confident?
  • HOW do you serve your clients? (Note that “how” is very different from “what” you do to serve your clients.
  • How do your clients feel after working with you (or how do you want them to feel?)
  • What’s the ONE thing that you’re most opinionated about when it comes to the work you do?

Your knowledge and expertise are more a part of your personal brand than you probably think.

The real failure is to avoid putting yourself out there at all. The real failure comes when you DON’T begin. There really is no “getting it right;” there is doing and learning everything you can about your ideal client and about who yourself – and who you are as an expert and conscious business owner.

I’ll end with inspiring words of great wisdom from one of my brilliant coaches and mentors, Noelle Cordeaux, CEO, Co-Founder at JRNI.co:

Just start. Wherever you are, whatever state you might be in, just pick up one piece and begin. Begin to speak and to write about the things that you care about in the world. Tell everyone and let your joy and your conviction be contagious.

Do not be afraid of a pulpit or a microphone or a button that reads “publish,” because you are you and you know yourself and you have sat with the depths of the questions of “what would happen if I remain stuck” “What would happen I remain silent?” “What would happen if I never try?”

Your soul deserves flight not a rumpled position in the corner. What would you do if you knew you could not fail? If this answer is “THIS,” you are in the right place. Welcome home.”

What do you fear most, that keeps you from being seen as who you are? Let me know in the comments below. 


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