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How Your Personal Brand Helps You Compete

In personal branding, look at competition as a way of understanding where you fit, who else does the same type of work you do, and how you can better identify your uniqueness. If you understand these factors, living your personal brand will allow you to find a place where what you offer stands out from others and creates a less competitive space in which you can thrive.

There is an intersection where what you have to offer, whom you want to work with, the markets that you serve, and the ideas that you have to share all come together. That point is called your market niche or your sweet spot, and it is uniquely yours. When you have found your sweet spot, you have found the niche that you want to use in developing your personal brand.

Finding your sweet spot allows you to stay true to yourself, and it should give you direction to form a strategy for developing your niche. This concept applies whether you’re an entrepreneur or working in a company. (Your sweet spot in the workplace becomes something that you are uniquely known for.)

Here is a process outlined for you that can be useful for finding your sweet spot (your niche). Take a few minutes and work through this process, writing down any additional answers in your journal.

  • Who is your target audience?

    • Who do you most enjoy working with? Why?

    • With which people have you had the most success?

    • Which people share your values and passions?

    • Do they have a common problem for which you have a solution?

    • Describe them using one or more of these: demographics (for example, age, gender, location, education level, career field); psychographics (for example, interests, hobbies, desires, needs, emotional intelligence); key problems or obstacles; and values and goals.

  • What do you offer to your target market?

    • What solutions to problems? What proven results?

    • What products or services, or combination of both?

  • Where is your target market?

    • Online or offline or both?

    • If offline, what is your geographic locale?

  • Why will your target market choose you?

    • Out of all your brand attributes, which ones would your target market value?

    • Do you offer credibility and shared values?

  • How can you capture the interest of your target market?

    • How is your personal brand and unique promise of value different from your competitors?

    • How can you add even more value?

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