The Five Ingredients of Your Brand (part 4)

A brand is all about having a very clear sweet spot (where your unique capabilities meet a specific felt market need) that you can articulate with brevity.

We are in the midst of a 5-part series on defining the core elements of your sweet spot. By having succinct answers to these five questions, you are well on your way to a clear, differentiated brand (as an individual, team, or company):

• What? <-(prior article link here )
• For Whom? <-(prior article link here )
• Why? <-(prior article link here )
• How? <-(today's subject)
• Where?

You do things that create impact. You ARE (individual or company) unique in certain valuable ways. So - how do you fix my pain or fulfill my goals?

In other words - what is your superpower?

I've recently been working with a high-level multi-degreed professional on his resume and career direction. At first, he was quite hesitant about the variety of roles in his background. It looked scattered. But we determined that his versatility and his broad strategic experience was, in fact, his differentiating superpower.

We simply had to create a narrative that showed how his career arc proved him to be uniquely suited for his next position.

Many people can bake a cake. But it takes someone very special to make a spectacular wedding cake.

I have found that many companies and individuals are not aware of their superpower, because they take it for granted. "Oh, that? That's easy for me/us!" <--that's the point. Your superpower is what you do exceptionally well. It's your "zone."

Apple's superpower has always been making technology user-friendly and beautiful (even fashionable). It started with computers, but now look at how many offerings they have. And the rabid fan base they've earned, who expect Apple quality with every product.

How to identify your superpower?

1. List out five of your top success stories.
2. Pull out the elements that made you excel - that made your customer (or employer) exceptionally happy.
3. Look for common themes. What is it about these scenarios that seemed to make me really great at ____________?
4. Talk to trusted friends, colleagues, and customers to get their feedback and validation about what makes you special.
5. Scan your closest competitors and see in which ways you uniquely stack up as better.

Also, if you're an individual, take advantage of StrengthsFinder or a similar profiling self-assessment.

What's your superpower? Why do people turn to you? Put that on your billboard - it's the way you stand out and rise above the noise!

Next week, we'll look at your Where? What is the marketspace where you do your best work?

(this post is derived from Chapter 5 of my book, Clarity Wins )

If you need any outside expert to help you define your superpower, and to create effective messaging...in other words, to identify your how...that's me, the King of Clarity!