You’d be almost right if you said, “Who are your people?” which is the advice I often give too, when it comes to defining your brand and your marketing strategy.
There’s a far deeper question however – which asks you to look internally as well as externally – which I believe is the key differentiator between business and brands which fly and those which don’t.
It’s the question which I asked of myself recently – the answer to which brought the breakthrough and answer to a year-long question that even I hadn’t quite fully formed yet.
And the question is this…
What you can do better than any other business?
This question forces you to look internally – at yourself – and externally – at your industry and also your people. It requires that you know yourself, your strengths, your weaknesses and those of the people around you too. It requires you to know just what value you can bring to the world based upon your natural strengths.
The answer, for those of you who are building businesses around yourself, your services and a personal brand, is even more simple: Be yourself. No-one can do this as well as you, no-one can even come close.
If you think this is (you are) not good enough, then it’s because you haven’t yet found your right people, or your right offer or you don’t yet know or accept yourself well enough to deliver on this. Work on that and you’ll find your answer too.