I have been talking recently about the importance of competing on value, not on price. When your business can charge higher prices than the competition in your market, yet still attract business because of the superior value you provide, you are well on the way to success.
How can you establish this value? Your personal brand can play a significant role—and below are several first steps.
Highlight your experience and qualifications. Your customers want to feel that they are in good hands. If you can position yourself as experienced and well-qualified, you allow them to simply relax and trust that you’ll take care of their needs. That sense of confidence is exceptionally valuable—and most consumers are willing to pay a premium for it.
Emphasize your expert status. Media exposure is key—whether that means writing a book, publishing articles in nationally circulated magazines, or appearing on local TV. Many of our clients laugh at this idea when we discuss it for the first time—their common response is “what in the world would I have to talk/write about?” But every business owner has a story to tell, and our clients have found great success in doing so. Emphasizing your expertise makes it easy to charge higher rates… because it’s a given that working with an expert means paying a premium rate.
Communicate what makes you different. A well-defined personal brand makes it easy for your market to understand what makes you different from the competition. I love the music and entertainment industry, and it shows—whether it’s on Twitter, through my website, or in face-to-face conversation. As a result, my clients know that I have the ability to leverage the same tools that are available to A-list celebrities. Take the time to define your most valuable points of differentiation—and work to incorporate them into your personal brand.
If your personal brand can communicate your qualifications, your expert status, and the attributes that set you apart from the competition, it will be very easy for your audience to understand the value that you provide. Establishing this value is an essential first step towards your goal of no longer competing on price… and your personal brand is a great way to accomplish this. I’d love to tell you more—feel free to get in touch with me today!