What makes you amazing?

What makes you amazing?

(Image credit: New Work Consulting)

Communicating your value

I work one-to-one with a lot of professionals on elevating their personal brand. No matter what their industry, position, or target audience, this is always about highlighting and communicating what makes them amazing as PEOPLE.

There are countless businesses that say their point of difference is excellent customer service. Likewise, there are a great many professionals who say they have great attention to detail and are hard workers.

So what? Everyone says those things.

You have to drill down further to clarify and communicate what makes someone amazing at their work – what unique combination of personality traits, skills, experience, values, interests and talents do you bring to what you do?

When you pinpoint, highlight and elevate these qualities, positioning yourself clearly and succinctly – you have a personal brand. When you do it collectively as a team – you have a business brand with a real, meaningful point of difference.

Accountants are a classic case of a profession that can only really highlight a meaningful point of difference and value through highlighting their people. Clients work with, stay with and refer an accountant because they trust them as a person and see them as knowledgeable advisors. So if, like the accountant, you do the same work as a lot of other people, you need to demonstrate why you are the best choice to have on a team.

Working one-to-one or with teams, I use a system of questions and activities to draw out what makes people amazing. To understand why people would want to work with them above anyone else. I then help them strategise how this can be communicated most powerfully and effectively to achieve their particular professional goals.

It’s always interesting to see that there is so much more value to what people bring than what they first tell me (or have listed on their CV or LinkedIn profile). 

If you’re trying to communicating your value, start with who you are as an individual. Ask yourself questions like:

  • What are you best known for in your work achievements?
  • How would you describe your work style? (e.g. your particular methods, communication style, approach to projects, values in work)
  • What do stakeholders value in what you bring to your work?

…and dig deep, beyond a few words, beyond the obvious.

List your key strengths. Reach further and be specific – if you are good at writing, what is it you achieve with your writing? Do you teach in an entertaining way, tell great stories that make people connect with your message, draw a large readership? What do your skills do for people?

When you clearly demonstrate what makes you amazing and how you are going to help solve a problem or achieve a goal, in a way that is real, human, individual and meaningful, you will successfully set yourself apart from the competition and gain interest based on your unique value.

 

Julissa Shrewsbury

<p>Julissa Shrewsbury is director of New Work Consulting, a multi-award winning creative agency specialising in business and personal brand strategy, professional image training and photography.</p>

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