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Hiding behind someone else's logo

02 June 2015

I have gone from Tango to Technology as an Australian Latin dancer who successfully transitioned her life to that of corporate marketing director in the IT industry. Mostly, I have invested 100% of myself into my work without complaint. In return I have travelled the world, impacted the lives of others and reaped financial rewards.

By choice, I decided to leave my job in IT to explore something new, and discovered the hard way that my identity as Carinne Bird was not that of myself, the unique me, the things I want to be known for, but rather that of the logo embedded on my business card. It was invisibly embedded on my forehead too. And, I was the engraver, willingly.

Today, companies must be disruptive in their go to market strategy to excel, and we as individuals must do the same. Gone are the days of 30 years' loyalty. Companies can no longer afford it and individuals are hungry for more individuality. It's why establishing your personal branding is important. Below are some of my thoughts on getting started.

  1. Differentiation Test - Swap the name – What is your unique point of difference? What do you want to be famous for? A little cliché I know but you need to make your unique value proposition crystal clear. For years marketers and advertising agencies have worked tirelessly to achieve this with products. Today individuals must do the same. A great test is to write one sentence that includes your name and your unique value proposition. Swap your name for any other person similar to you and see if the sentence continues to ring true, if so, then you haven’t nailed it. Your value proposition must be unique.

  2. Truly Authentic – having defined clearly your unique value proposition you need to assess if it authentically represents you. Does the value proposition resonate with your heart and soul or is it something that you have contrived in order to “make it”. If it lacks authenticity it will not resonate with your audience and it will not last. 

  3. Walk the Walk - once you have determined your authentic, unique value proposition you must bring it into reality every day to build integrity around your brand. In other words you must walk the walk, demonstrate who you are and bring credibility to your claim to fame. 

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