Branding is all about standing out.

Ben and Jerry’s stands out from other purveryors of ice cream by their commitment to community programs and wacky flavors. Nordstroms stands head and shoulders above other retailers because of their constant commitment to unmatched customer service. And BMW takes its special place in the fast lane because of its German engineering, high performance and sleek design.

Having a strong personal brand is about standing out too. It means differentiating yourself from others who provide similar services. But you can’t stand out unless you know among whom you are standing. In other words, who are you really competing against?

You need a clear understanding of your competitors so that you can understand and flaunt your differentiation. So take some time to identify your competitors. Understand what you have in common with them and more importantly, what separates you from them. Is it what you offer? Is it the way you deliver your product or service? Is it the way you target your offering at a specific group of people? Remember, successful brands are authentic. What separates you from your competition must be connected to who you truly are. It is not about inventing differentiation, it is about understanding what truly makes you unique and valuable to your target audience.

If you are a consultant or small business owner, you need to identify your competitors who are also pursuing your target market. You need to know who they are and what they are communicating to your audience.
If you are a professional inside a corporation, identify what you have in common with your peers. Then take a look at what separates you from them. Which of your unique attributes is going to help you stand out, resonate with your target audience and enable you reach your goals?

Strong personal brands stand out. You can probably identify a competitors or colleagues who are really successful because they are known for something unique or different. That’s what successful branding is all about. Think about what you can be known for – what makes you stand out from your competitors or peers. Then you will be able to make a plan to communicate that uniqueness to those who can help you achieve your goals.