033 - How using your point of view can carve out a unique and effective personal brand
I had seen one too many — a beautiful photograph, so well executed, marred by a watermark that distracted from it. So back when I was teaching photography, I went on the record.
I told my tribe that I thought a beautiful photograph with a watermark on it was like buying a mansion and putting a pink flamingo on the front lawn. We could admire the beauty of the house, but we would always be distracted by the pink flamingo. Not everyone agreed with me. It didn’t matter. I was sharing my point of view.
Your point of view can be an effective way of differentiating yourself in a crowded marketplace.
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This is the third installment in a three-part series that shares three things that you can use to differentiate yourself from everyone else.
First, we talked about your values.
Next, we talked about your stories.
And finally, today we will talk about your point of view.
With these three approaches, you will be on your way to differentiating yourself and your personal brand in a way that no one can effectively copy.
Here are some tips for creating a business point of view that resonates.
Make it about the customer. Remember your customer is always scanning WIIFM.
Avoid being combative. Nobody is attracted to the person who walks around just picking fights. You come across as a troll or flame thrower. Aim for engaging and inspiring rather than petty and inflammatory. Consumers value intelligence over insistence.
Align it with your company philosophy. It should be consistent with everything else you say and do and make sense for your brand.
Show your credibility. Show your credibility on issues while sharing your unique viewpoint. Your POV should also further reinforce your position as an expert.
Engage the broader community. Share your perspective on issues that are relevant to your customers. Look for a broader set of topics not just your products and business. Try to engage the larger community with your point of view.
Challenge common assumptions. Do you have a unique way of looking at a topic that challenges what everyone believes? If it’s a view that everyone accepts, no one will really care. If it’s too far in left field, no one will believe you. Find a good balance of unexpected yet believable.
Neil Patel’s 8 Questions to ask yourself when creating your POV:
Is it helpful?
Is it generous?
Does it provide valuable information
Does it display expertise?
Is it flexible?
Is it kind?
Does it promote reader interaction?
Is it definitive?
With a well-defined point of view, you can carve out a unique lane for your personal brand and your business that differentiates. Share your point of view on a topic related to your business.
Helpful resources and inspirations
How Developing Your Business’s Point of View Can Explode Your Fan Base
