Personal branding is all about the experience. People often assume that their competitors are the people who provide the same service as they do. That's very blinkered.
Tim O’Brien has a great post over on his blog ‘The Person to See’ about how our personal brand includes how we make people feel.
Most of the stuff we buy isn’t bought for a utilitarian purpose, it’s bought because it changes how we feel.
Next time you’re at the till in a clothes shop ask yourself "am I
buying this because it will make me feel warm, or because it will make
me feel good about myself? Did I pick this store because it’s 20 yards
from the bus stop, or because the staff greet me with a smile and give
my partner coffee while I shop?"
When you stand in the video store do you think "great, this film is
120 minutes long and I have exactly 2 and a quarter hours to spare this
evening!" or "I need cheering up; this looks funny. Hmm, maybe I should get some chocolate instead"?
Rather than ask "who could do the same as I do for my
customers?" you should be asking ""who could make my customers feel the
same way that I make them feel?"
That opens you up to consider all sorts of competitors you might never have spotted!
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