You Are Best You In Town

Be Yourself, Because You Are Your Brand

There’s no doubt that branding is important. Every corporation in the world, large or small, invests valuable resources both money and talent in developing and building a distinctive brand. They know that effective branding returns huge dividends on their investment. It is also the best type of advertising since most brand recognition is instantaneous and subliminal. With the rise of the digital marketing, including social media, the importance of developing a productive brand that resonates with your target market has only increased. With increasingly new media platforms, any organization is able to extend their brand reach, as well as their authority with relative ease – and for a fraction of the former cost. Business branding is big business but do not under-estimate the influence of your personal brand. As an entrepreneur, your brand directly impacts the overall image of your business.

For sure 21st century business owners find it easier to share their brand with audiences they ordinarily wouldn’t have access to communicate with. Through various streams of digital marketing, you can create a tribe any and everywhere. Prior to the widespread use of the Internet, your ability to connect with others was greatly limited by geography and time. There was a time when people only did business with those found in their immediate neighborhood, possibly across town. On occasion, you had family or friends that relocated out of state so you could get regional goods from them. For the most part, your food, clothing everything was purchased locally.  Now, most of us buy from businesses all over the country and many of us make purchases from merchants in other parts of the world. Think about what attracts you to make a purchase from a merchant in another state. Something about their message or presentation resonated with you. It was more than their product or service because you can find most anything closer. How will you attract buyers in other states? Is your brand prepared to attract buyers globally?

Isn’t is amazing that you can sign up for a 1:00 pm webinar with a service provider in London with no worries. All you have to do is be front and center in front of your computer at 8:00 am to join a live call. I know, I digressed, I am totally off topic.

The point is when  you are authentic, the doors of opportunity open up to you. Sharing your passion and the vision for your business will make room for you to connect with followers as far and wide as your imagination will take you. Your personal brand makes room for you to carve out your specialty niche and attract those clients who are more likely going to buy from you. Digital marketing gives you various platforms to broaden your reach while targeting just the right people at just the right time.  It’s somewhat ironic that such large and encompassing technology allows for such an exceptionally particular connectivity.

This means that you, the entrepreneur are your company’s best brand asset. There is no one else like you. Your personality and talents are unique. No other business on the planet can duplicate your business because the essence of you is one-of-a-kind. How cool is that! There may be many who share the marketplace with you. There may be many more who are targeting your market. But you are the only one who can serve your ideal buyer will excellence.

Your Personal Brand Is Your Unique Selling Proposition

The encyclopedia defines a unique selling proposition as follows:

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

So what does that really mean? How will a unique selling proposition help your business?

The problem with book definitions is that they often don’t help with understanding what a term like this means. Most often is doesn’t get to the essence of how the concept applies to your business.

So what exactly is a unique selling proposition, and how will having one help your business to succeed?

Let me explain how your bran defines your Unique Selling Proposition:

A Unique Selling Proposition (USP) is what your business stands for. It’s what sets your business apart from others. Directly, your USP is what your business takes a stand about. Think about it for a moment, who establishes the goals, culture & vibe of your business – yes, YOU.  Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific. That particular thing becomes what you’re known for. Let me explain.

I see entrepreneurs in my firm all the time make the mistake of attempting to stand for everything when they first get started. They want to do everything well, and they want to be all things to all people. Most often they really struggle with the idea that it is IMPOSSIBLE to succeed under this practice. I know they believe in order to achieve they must offer it all to everyone they can get a hold on.  Many entrepreneurs want to be known for having the highest quality products AND the lowest prices. They want to have the best food AND the cheapest location. They want to be known for the best burgers AND the most delicious salads AND the juiciest steaks and the most tender flavorful ribs. They want to service upscale clients but price their services for buyers on a budget.

Here lies the problem with this “catch all” strategy:

When you attempt to be known for everything, you don’t become known for anything…

Well, I stand corrected… you may become known for someone who doesn’t offer excellence in anything. You may be known as a person who doesn’t do anything in an outstanding way. You may also be known for being mediocre. Unfortunately, a reputation like this will not lend well to your competitive advantage. It is imperative that you shine, strut your stuff. Share your talent, skills & special gifts with the world so you can leave a positive impact. Isn’t that why you started this venture? You want to do good work, you want to change the way people do business in your market. You risk a lot, you sacrifice & you work hard…so give yourself a real opportunity to build a successful business.

Whether you are Online or in person, remain authentic. Share your passion openly and get others to buy into your purpose. Before long you will have a tribe of loyal, repeat buyers who will sing your praise to everyone they know, who will also appreciate you.

Here’s to your passion & purpose-driven business,

Andrea Callahan the entrepreneur's coach



If you haven’t seen it already, may I suggest you also read the article, What Does Your Personal Brand Have to do With Your Business?

About The Author


Andrea Callahan is a brand designer. She helps passion & purpose-driven entrepreneurs maximize their strengths to craft and implement an image that represents their WHY and to use that why to position themselves as an Industry Influencer. She a speaker, seminar leader and the author of, "It's Your Brand ~ Make Your Identity Clear" available on Callahan launched the Industry Influencer Academy at

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