I just finished reading Seth Godin’s blockbuster hit, Free Prize Inside. If you have not read the book I would highly recommend it. Great content and great advice. I underlined, highlighted, and bookmarked this paragraph because I immediately thought of the connection to personal branding.
“We don’t insist on the biggest ads or the latest technology. We want cool stuff. Design matters. Style matters. Extras matter. We want the free prize, sometimes more than we want the thing itself.” – pg 15
Does it really come down to just cool stuff? I would like to think that the cool stuff means the unique attribute of your personal brand.
To be unique
The key word in this entire dialog is unique. What does it mean to be unique? Dictionary.com defines unique as existing as the only one or as the sole example; single; solitary in type or characteristics: a unique copy of an ancient manuscript. First off, I find the reference to being an ancient manuscript hilarious. Secondly, it is important to act as the sole example when you are supporting your personal brand. You have to believe that you are the only one existing that can (and will) fulfill the task in which you are given.
What is your free prize? What is the thing that makes you completely and utterly unique and… for a lack of better term… sell-able?
How do you find your unique attribute? Unique attributes can also be referred to as personal brand attributes. I’m going to refer back to an old post from the original Personal Branding Blog from Dan Schawbel called Can You List Your Personal Brand Attributes?
“Brand Attributes: Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.” – allaboutbranding.com
Your brand attributes are what make you unique. They are the emotional and functional aspects of your life that make you.. YOU. Read the posts above and find that association. Once you find the unique brand attributes… maximize them… and watch the world come full circle.
