In the July 31, 2019, edition of the Globe and Mail, former Telus Executive VP Roy Osing writes about six surefire ways to boost personal brand.
Each tip Osing presents is great, but one among them stands out to me. He advises readers to “Create Your ‘Only’ Statement.”
Too many brand statements rely on terms like “better” or “best,” inviting comparison, opening up the customer to judge your brand against that of your competitor. In comparing two things, your audience is queued to dispute the claim, when what you want is a statement that is relative, indisputable, positioning your brand as unique and necessary. It should "declare your unmatched qualities that can be proven by fact rather than opinion.”
Consider this when crafting your org’s story. How is your company the only one doing what you do? And how can you communicate that in as few words as possible, as provocatively as possible?
You are a resource; that you are the only one doing what you do the way you’re doing it emphasizes your value and piques your customer’s recognition of that.
All of Osing’s tips are worth studying and I encourage you to check out the article. Second to crafting the only statement, I like his final claim: communicate your brand far and wide. Make yourself available to your team and customers, share your knowledge, garner a reputation as the specialist in your field. Create a brand that doesn’t simply exist somewhere amid everything else we must sift through on a day to day basis; create and share a brand story that truly lives in peoples’ minds.