Why should someone choose you?

For the job. The project. Or the contract.

We live in a world of overwhelming choice and yet each of us is trying to stand out and be valued.

The social media world has created the personal brand which can seem contrived. At it's worst it's creating a false image to sell. But at it's best it's about clarifying what you do best, who for and the unique flavour you bring to your work.

Clark, Tony and I discussed our experiences and understanding of explaining who we are and what we do.

On the surface we each do something similar. But our personality and backgrounds mean our focus and style is different.

Tony gets people ready to perform under high pressure. This comes from his background of operating at the highest level in football.

Clark challenges so people not only make decisions in the right way, but they make the right decision. This comes from his background in manufacturing where decisions make the difference.

I give people understanding about themselves and the context they are operating within. This comes from my therapy background in helping people make sense of their problems.

Each of us is unique, but we have to identify the flavour we bring and who it brings most value to.

That's the core of authentic branding for me. To do the work for others to understand what you do and who for. So they can say yes or no.