What’s your brand?

If I asked you to think of a search engine, who would you name immediately? Most of you would say Google, right? Google has become such a powerful brand that it has in fact become a verb – you don’t just use google; you google.

So, what is your brand? Who are you and what are you best known for?

If I called you on the phone right now and asked you what you’re best known for, would you be able to answer me in less than 30 seconds? Chances are you would tell me your job title and name the company you work for, as well as add in a bit of gumph about the things you do.

But is this truly your identity?

I believe in helping people live purpose-driven lives, and once we uncover our purpose it doesn’t matter too much what our job title is – our purpose becomes our identity, irrespective of what we do or whom we work for.

My purpose is to inspire and empower people to go after their definition of freedom. Right now, I am doing it through my work as a Life and Career Coach. But what happens if I pursued a different career? My purpose wouldn’t change, and I would still inspire and empower people, I would just do it differently.

This is my identity. And as an extension of that, it is my brand. It is what I am known for.

You might be thinking it’s all good and well for me to talk about my brand since I run a business, but it’s got nothing to do with you since you’re just someone who’s looking for career satisfaction, right?

Wrong!

Your brand is the very thing that will get you hired!

But more than that, your brand will get you hired by the right company. A company that truly aligns with your ethos and your vision. A company that will bring you more satisfaction than you’ve ever experienced in your career, a place that you can grow and finally unleash your true potential.

Understanding your brand may even see you launch your own business. The possibilities are limitless, and that’s because your brand is underpinned by your purpose.

Here are five steps to building your brand:

1. Identity

Google never had any doubt about whom they wanted to be – a powerful search engine. They became so powerful in their identity that google became a verb.

Until you understand that your identity controls the way others think and feel about you, you will never be able to fully harness the power of your brand. It all starts with learning who you are and thus embracing your purpose. This is where the power of your brand begins.

2. Competitive Advantage

I’m no brand strategist, but my guess is that in Google’s early days they knew exactly what their competitive advantage was and used it to build the incredible market share that they experience today.

Can you identify and articulate why I should choose you? Or why I should buy from you? Can you do this in 30 seconds or less?

3. Congruent Communication

Once you know who you are and you’ve nailed your competitive advantage, you need to practise saying it in a variety of different applications. This is where a role-play process becomes a game-changer. Think of all the times that people will ask you to “tell me about yourself” – it happens at various stages in the job search, at parties, at networking events, when meeting new people, before doing a speech or presentation – hell, it even happens when you’re dating!

Learn to communicate your competitive advantage congruently.

4. Live it!

I live my identity daily – so much so that my son often tells me to stop coaching him and just be his mom for a bit! It is so deeply interwoven into the fabric of who I am, that I find myself going into “inspire and empower” mode when I’m at my most relaxed sitting around sharing a meal with friends or family.

Are you living your identity? Remember that your identity creates your brand – ultimately, it’s what people will know you for. It’s no good you can communicate it like a slick infomercials operator if you don’t actually live it.

5. Market it!

Whether you are in business or in the job market – your message must be marketed in order to be acted upon. And the very best way to market yourself is to get others to do it for you by talking about the experience they’ve had with you. People remember experiences more than words, so you need to be asking yourself at every turn – what legacy am I leaving?

Friends, we live in a world that is flooded with information. Anyone can get information on anything, or indeed anyone, at the click of a button. Whether you have consciously created a brand or not, your brand is out there and being communicated daily. People will make assumptions and judgement calls about you whether you like it or not.

My invitation to you today is that you become conscious of your brand message and make it say what you want it to say.

Creating your brand starts with uncovering your purpose, but it also ends with purpose. The freedom to live a purpose driven life. And that will always be my highest wish for you.?