The Problem is the Opportunity: Branding

Recently I was working with a sales person who is early in her career as a financial adviser.  I asked her what makers her different from others.  Why would somebody buy from her as opposed to one of her competitors.

"That is the problem," she responded.  "We are all selling the same thing."

That statement is usually followed by, "It's really all about relationships."

The "problem" here is truly the opportunity! 

Everyone can BRAND themselves in a different, inviting, and relevant way to their target market.  It is not necessarily easy to hit upon that thing that resonates with people and will make them gravitate to you and it takes sustained effort over time, but everyone can establish a brand.

First, pick a niche.  What subset of your target market can you focus on?

Second, determine what unique knowledge, skills, resources, and experience is uniquely important to that subset and start developing those areas in which you are deficient.

Third, start telling this subset of your target market about your unique focus. 

Fourth, stay focused.  It will take time before this pays dividends.