GALLERIES

    personal brand positioning

    exactly what it is + how to do it

    A marble desk with a keyboard, paperclips, glasses, a cup of coffee, spilled coffee grounds, and books with text - personal brand positioning, exactly what it is and how to do it

    Positioning your personal brand within your industry is really not as complicated as it sounds – it just means articulating what exactly you do, who exactly you do it for, and how exactly you do it differently compared to everybody else in your industry.

    And why is personal brand positioning important? Because it makes your marketing easier, more fun, more powerful, and more effective! When you’re able to communicate your brand position in a way your ideal client connects with, they’ll feel like they’re part of the brand you’re building. They’ll be drawn to your business on a subconscious level. They’ll want to be in your world. They’ll use your brand as a way to claim an identity for themselves. That’s the power of effective branding – cool, right?!

    Positioning your brand is also critical if you want to become recognized as an authority in your space. Being an expert service provider is all about using very specific skills in a very specific way for a very specific type of client – so you need to be able to communicate that specificity if you want to attract the right people.

    Let’s go through a few examples of brand positioning so you can start applying the concept to your own business:

    Sport Clips versus a high-end salon. Whole Foods versus Trader Joe’s. Jeep versus Honda. Gucci versus American Eagle. JC Penney versus Macy’s.

    Each of those example pairs are technically in the same industry, offering the generally same products or services – but how they offer it and who they offer it to are completely different. And I promise: even if you think you’re in a completely saturated industry, there’s room for you. There’s plenty of space and a solid position for your personal brand. You just have to woman up and claim it.

    So how do you determine what makes you different when it seems like everybody is doing the same goddamn thing?! Well, let’s start here:

    3 questions to ask yourself for effective personal brand positioning:

    1. What’s missing in your industry?

    When you see marketing efforts by other businesses in your industry, what’s left to be desired? Is it simplified terms and concepts? Is it an outlook or attitude? Is it diversity and inclusion? Is it a high-end option? A more affordable option? A sustainable and ethical option?

    What’s missing, and how can you use your business to fill that gap? And hey – trust yourself when evaluating your industry – if you want to position your personal brand you have to believe you’re an expert!

    2. What pisses you off about your industry?

    Since you’re an expert, I know you’ve seen some shit! So what would you like to see changed, and how would it make your industry (and the world, let’s be honest) better? What makes you roll your eyes every time you see it on Instagram?

    What gives you that fired-up feeling in the pit of your stomach? What could you write a book about? What do you want to scream from the mountaintops? Whatever it is, don’t downplay it or back away out of fear of being too different – being different is how you position your personal brand. When you get the fired-up feeling, it’s a sign to dig your heels in harder!

    3. What have your past clients loved about working with you?

    If you don’t know why people choose your business over another, it’s time to get a testimonial workflow going! This can be as quick as sending an email to ask “hi, what did you love about working with me?” or as in-depth as creating an official feedback form.

    It’s okay to request specific examples of how your service changed their life, business, relationships, etc. You’ll be amazed how your business transforms your clients’ lives when you hear it in their own words, and your personal brand position will get stronger because you’ll have all that juicy social proof!

    Once you’ve analyzed your feedback, don’t be afraid to update your marketing to better reflect your previous clients’ experiences. How did they feel before working with you, and what did working with you allow them to accomplish? If they’ve experienced it it’s likely other potential clients have too, so leverage their language and use it in your content!

    Remember – personal brand positioning is actually really simple. If you first focus on the what, the who, and the how, the rest of your marketing strategy will fall into place a lot more easily.

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    July 20, 2021

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    2 COMMENTS

    Thanks for the great helpful article. Thanks U helped me a lot

    Glad to hear it was helpful, Andrew!

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    Hi, I’m Asia!

    As your No-Bullshit Brand Strategist I’m here to help you discover, leverage, and communicate what makes you unique so you can boldly position your expertise! I believe entrepreneurs will change the world, that bottle openers are the best accessory, and that real bravery is eating tacos in a white shirt.


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