When was the last time you invested in yourself? No, I’m not
talking about that Dior handbag or that weekend away on a luxury
liner off the coast of Greece. I’m talking about an investment in
your skills and capabilities that make you really stand out.
The truth is, most of us in the creative profession spend the
bulk of our working lives building our clients’ brands and
employers’ brands, but tend to give little time and attention to
the one thing that can bring us even greater growth and success—the
uniqueness and reputation of our own brand.
Just as in the competitive marketplace where brands in every
category are vying for attention from consumers, it is important to
stand for something special and stand out in the talent market.
It’s a great way to secure the most interesting assignments, the
most challenging work, and the biggest opportunities to make a
And like the competitive marketplace where brands are no longer
built on communications alone but on the entire “experience” of the
brand across all points of touch, it is critical for you to not
only define your special difference, but also continuously nurture
it and consistently deliver it through all your actions.
1. Define your special difference
How many times have you shot down a brand’s claim of unique
difference citing it as a hygiene factor? Draw up the list of your
own strengths and you will be amazed how few are truly
differentiated from your peers. Finding your uniqueness is harder
than you imagine. But some self-introspection and a bit of
imagination could help you arrive at something meaningful.
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