There's absolutely NOTHING more important in the business of being an entrepreneur, than being able to clearly define exactly the things that make you different from everyone else. At the end of the day, THIS is what marketing and branding is all about right? It's about being able to attract the right types of clients to you while you clearly let them know "Hey, I am the solution for ya."
Here's the thing, there's nothing - absolutely NOTHING more crucial to the survival of your business than you being able to know what you Unique Selling Proposition is - as in, what makes you unique from everyone else.
Unfortunately (or fortunately, depending on how you look at it), the barrier to entry to almost every single business out there is pretty darn low - which means that everyday anyone can come out here talking about how they are an "expert" after watching a couple of YouTube videos, am I right? Meanwhile you have degrees, certifications and hours of preparation and you aren't doing such a good job of showing up.
Lacking to differentiate your brand means 1 of 2 things ends up happening:
- You end up losing to someone cheaper because you basically become a commodity where people are only choosing based on pricing
- You end up losing to someone MUCH more expensive because they nailed the part about differentiation even though you are clearly the best option.
So what do you do? How do you discover what makes you unique from everyone else? I mean, at the end of the day, you are just a normal person...right?
We're going to dig right into this and you will love it. I also created a guide with 10 in-depth strategies for standing out in your business. You can download it right here:
Let's dig right in...
the 6S of singularity
There are a ton of ways in which you can look at how differentiate yourself from everyone else out there, in my case, I created a framework that I use for every single one of my clients which I call The 6 S's of Singularity. These 6 elements, when brought together are the ones that make you undoubtedly you and completely different from everyone else. This is what they are:
When you look at what makes you unique, the first and most obvious thing you can talk about is your own story. Of course, we have all heard about how important your Brand Story is in the past - and there's a reason for that. Stories are an incredibly powerful way to connect with your audience and show them that you are real. Plus, I can guarantee that no matter how hard you try, it's going to be really difficult to find someone out there with exactly the same stories as you have until now. Right? Everyone has variations and it's precisely in those variations where the magic happens. Why? Because these experiences are what make the way in which you teach and in which you show up completely different from everyone else.
Ironically enough, sometimes we forget to look at what's going on and how those stories can connect with other people as well. One of the thing that makes me in particular different, is the fact that I had to rebuild my business from scratch, literally with a baby on my lap. I would literally sit down in front of my computer and have her sleep on my lap or play while I was typing, designing and working. To me this story was really common. There was nothing particularly remarkable about it. To me it was completely normal. However, for someone who is a mom that is trying to figure things out in their own business, at the moment of deciding between hiring a Brand Strategy Coach that gets where they are at, versus hiring someone else that doesn't have kids or doesn't talk about their family, this could be a deal breaker. Even if the other choice is more successful or visible than me - this is what someone in that situation would resonate more with.
Those stories that you have are going to resonate with your audience because they are what truly make you different.
So what you want to do is to start looking at the stories that make you different and that will resonate with your audience. What are those defining moments in your life?
You want to think about what your biggest successes are and these are things that both you personally have achieved, as well as what your clients have been able to obtain as well.
Listen, at the end of the day, what people care about the most is transformation - as in - the transformation that you can help them achieve. So, even if it's only you that has achieved it so far, or if it has been your clients, you definitely want to talk about it. Yes - I'm telling you that part of what makes you different are your achievements and that you have my total permission to brag.
Fortunately, I have dozens and dozens of success stories from my clients because I have been in business for over 11 years. This means I can talk about how my clients reach 6 figures after working with me, or how they jump from making $5k to $25k a month, or even about how they finally launch their business and get to see their dream become a reality.
However, not everyone has the case of having so many success stories and you might be your biggest one yet.
For example, my client Brittany had been using Energy Healing for a variety of ailments for years, but her most powerful success story came from her losing over 70lbs after being overweight her whole life. So, when she decided to rebrand her business and change the focus to Intuitive Weight Loss, her own success story was the most powerful one to use. She understood exactly the pain point that her audience had and she could clearly use herself as the perfect case study. When I designed her brand and helped her create her marketing strategy, you can bet we used her own success story as much as possible and it was fundamental in her making over $20k within 2 weeks of launching her new brand.
The third S of Singularity comes form understanding the skills that make you unique. With skills there are two things to look at:
1 - The skills you have learned in the world
2- The skills you are simply born with
So, looking at the first one, it's essentially all about your preparation. Now, unfortunately, a lot of people get stuck here because they think that without these credentials or external validation, they don't have what it takes to make it out there in the real world. Mmmm..the truth? Not so much. As you see, Skills is only one small part of the whole picture of what makes you different.
Never in my 11 years of experienced has anyone asked be about the MBA that I did, or even remotely cared about how I graduated Cum Laude from college from two careers. It's great to have, FOR SURE, but mostly because of the lessons that I got from it. If someone thought that another person could give them better results, I promise you that the last reason for them to stick with me is because of my MBA. Get my point?
However, these skills can definitely come in handy for you personally. For example, while I have not formally studied Life Coaching, I have been making sure that I have a robust mindset for my own life. That means I have read a ton of books, hired coaches and purchased programs to help me through this. These learned skills are the ones that I use for my clients as well to make sure THEIR mindset is strong and ready for success.
On the other hand, you have your innate skills. Those things that you are simply born with and are truly great at. You might be a wonderful speaker and that means that you can use YouTube to your advantage in creating and sharing content - and it's precisely in these videos where your audience resonates most with you. Or maybe you are wonderful at writing, and it's in your emails that you can captivate your audience and help your own clients become better at expressing themselves as well.
The point is that these skills are absolutely part of what makes you different and powerful and you definitely want to use them to your advantage.
This part of what makes you different is based on your brand personality, also known as your archetype. I talk about what these are extensively right here. Essentially, brand archetypes come from the famous Psychologist Carl Jung. Basically what he defined is that humans tend to categorize things in order to understand them better. We anchor agains something iconic which we already recognize. So when they see you as a particular archetype, it's easier for them to understand what you are all about.
Essentially, this is part of the core of your brand, and it has to do with what your driving desires as a brand and how others perceive you as well.
In my case, for example, I see my brand as a hero and magician because I'm all about helping others take action while transforming their lives completely and this makes a big difference because I look for ways in which I can leverage my archetypes to differentiate my brand. You want to understand how to use these to your own advantage as well.
The next S is what I call Steps and it's probably one of the most powerful ones of all and this is the most important thing that I focus on the most with my clients.
Your steps are essentially a way to build a framework that guarantees that your clients get the results you are truly looking for. This framework - ideally - is even more powerful because it's completely different from everyone else's out there. At least this is what you should be thriving for. I personally make sure that when I work with my clients we take the time to build out every piece of their framework so that they can also go on to charging premium pricing even if they are just starting out.
Here's the cool thing, if you are at you stories, successes, skills, and superpower, you can bring them all together to create your own steps and you are bringing something that is completely unique from otthers out there.
My own framework is what I call the Brand Strategy Pyramid and it's the core reason why my clients are freaking killing it out there.
The best part is that because this is a framework that I personally created, I know without a doubt that no one else out there is talking about the same thing. If you want to find out more about WHY this process is crucial to your success, you can catch this training right here (you definitely DON'T want to miss it).
The final S of Singularity is what I call Style this is how you show up, what your voice is like, and how authentic you are. To me this is absolutely fundamental because it paves the way into how you are perceived. You definitely want to show up as genuine and real as possible - not because you want to be seen as credible - but because you are you. The more unique you are, trust me, the more people will be attracted to you.
At the end of the day, there are soooo many sources of information out there, no one wants another boring academic resource to get their info. What they want is someone who is real and that they can resonate with as much as possible.
Those differences are what truly make you powerful and unique. You want to completely let go of perfection, what people really care about is your message and your authenticity is what's going to make the difference in sometimes someone getting it.
At the end of the day, it's your job to show up as yourself. You want people to hire you because of you, because these are the people that will want your energy. You don't want to mold yourself to get these people to fall in love with you, not you change to get them to hire you.
adding up the pieces
So it's when you add up all of the pieces, the 6 S's of Singularity that you start to get a clear picture of what it is that makes you unique. This is what you want. You want to get a better understanding of it because on one hand your marketing will improve, and on the other one, your confidence will skyrocket.
Why? Because hello?! When you look at your Stories, Successes, Skills, Superpower, Steps and Style, you get that there is literally no one in the world better at what you do than you are. No one can bring the things that you bring to the table and that is total magic.
You can catch this in my own words right here: