The Ultimate Personal Brand Position: Owning A Word
Best Practice Advice & Sales & Marketing for Professional Services

The Ultimate Personal Brand Position: Owning A Word

December 11, 2015

by Tony Vidler

The ultimate goal in building a strong personal brand is to own a word in your target markets mind.  Well, maybe it is a phrase rather than a single word.  The point is you want to be KNOWN for something, and create a position where your target market knows that when they have a particular itch, you are the scratcher.  That is the ultimate personal brand position.

For many professionals this sounds like a rather fanciful concept, however that is not the case.  it isn’t so far-fetched.  We are not talking about world domination here, we are just talking about being known to your target market clients.

Working out your “word” (or phrase) comes down to being able to answer three questions really:

  1. What do you want to be known for, and,
  2. Who do you want to be known to?
  3. Has anyone beaten you to it?

If you can settle upon what it is you want to be known for, and who to, then it follows that determining how to position and build your personal brand position becomes relatively straightforward.

There is no longer a question about your SEO or keyword strategy for example.  Or your brand positioning.  Or any question about many other marketing conundrums.  They become reasonably clear and easy to determine.

The tough part is figuring out the first 2 questions, and then determining whether there is opportunity to grab that position in your target markets mind.

Thereafter it is just determining tactics and executing them…but that takes commitment to building the personal brand with consistent positioning and reinforcement.  It isn’t enough to “have a word”.  You have to own it in the clients minds.

You may also find this post useful: Find your key to unlocking endless creative content ideas with “your word”

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