I just watched “The Greatest Movie Ever Sold” by Morgan Spurlock (who also did “Super Size Me”). This documentary follows Spurlock in his quest to fund his documentary entirely through product placement.
At one point in the movie, he is meeting with the marketing execs at Ban (deodorants) and asks them to finish the sentence: “your brand is …” Seems pretty straightforward to me, but instead of shooting out some descriptive words about their brand, the execs replied “what a great question!”
And a great question it is, but they really should have had the ability to describe their own brand. It made me think how to some extent we are all brands, whether we are business owners, job seekers, or networking pros, we are service providers and always have an image to upkeep, and an impression to leave. Whether you consciously want to or not, your goal is to be memorable, recognizable, and to stand out.
For this reason, we should all know what makes us inherently unique. What makes you, you? Or what do you strive to be? Making a list can help you keep these goals and ideals at the front of your mind. It’s also important to know what your USP is (Unique Selling Point) and then work it!
Take one minute to think about it, and to finish the sentences:
“As a business/As a job-seeker/ As a brand – I am…”
“My USP is…”
Here …I’ll start:
“As a business: I am, and always strive to be: personable, friendly, professional, flawless, straight-to-the point, available, timely, attentive to details, willing to learn, thorough…”
“As a translation professional, my USP is the fact that I have over 10 years of experience in the Advertising industry and that I am truly bilingual.”
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