BRANDING
Here are four steps to find and own your lane as a leader , founder , or entrepreneur :
STEP 1 : INTERNAL CLARITY — IDENTIFY YOUR CORE STRENGTHS
Before choosing your “ narrow lane ,” understand your core strengths , perspective , and beliefs . Knowing what you do best helps you identify where to deliver the most value for your ideal clients and be true to yourself and the work that matters most to you .
How To Do It :
• Define Your Top Skills : What do you excel at naturally ? What have you developed expertise in over time ? What areas do others consistently praise you for ?
• Evaluate Past Successes : What common threads influence your personal and professional accomplishments ? Don ’ t forget to note the ones you ’ d rather forget , too .
• Go Deeper : Use assessments like 16Personalities . com , Enneagram , CliftonStrengths , or Myers-Briggs for deeper insights into potential narrow lane areas .
STEP 2 : EXTERNAL CLARITY - FIND THE GAPS AND OPPORTUNITIES
Once you ’ ve listed your personal beliefs and strengths , it ’ s time to look outward . This step is about being present to serve one audience with the core problem you can solve ( and enjoy doing so ) for them .
How To Do It :
• Understand Customer Pain Points : Dive deep into your potential clients ' challenges . What are their biggest frustrations ? Where are existing solutions lacking ? Use Amazon book reviews , question-and-answer sites like Quora and Reddit , social media comments , and interviews for “ voice of customer ” language .
• Analyze Competitors : From these reviews and online resources , you can assess : Who is already serving your potential niche ? How are they delivering value and where are they falling short ? Is there a need for a premium , faster , easier , or lower-cost option you can provide ?
STEP 3 : PROFESSIONAL CLARITY — DEFINE YOUR UNIQUE VALUE PROPOSITION
Your narrow lane isn ’ t just about what you do ; it ’ s about how you do it differently from everyone else . This is your unique value proposition ( UVP )— the benefit only you can offer .
How To Do It :
• Combine Strengths With Market Needs : Combine core strengths and see how they directly address the market needs you uncovered . This intersection is where your UVP lies .
• Craft A Clear UVP Statement : Create a concise statement that explains what you do , who you do it for , and why you ’ re the best choice . Position yourself as the problem solver to attract ideal clients and opportunities . Specialized experts become go-to quotable sources for the media ( and an important part of Step 4 ).
STEP 4 : AMPLIFY YOUR EXPERTISE
Once you ’ ve claimed your narrow lane , it ’ s time to own it . To go from expert to authority , consistently deliver value and refine your approach to stay ahead of the competition . Remember , it ’ s about a problem-first approach to deliver transformation and contribution .
How To Do It :
• Share Unique Approaches : Be strategic where and how you create content , speak at events , seek media mentions , and guest on podcasts to demonstrate your specialization . The more visible you are with sharing original knowledge , the more you ’ ll be recognized as the leader in your field .
• Stay Focused : Resist the temptation to broaden your focus right away . Staying laser-focused on your niche will keep you at the top and prime you for broadening your lane as you get deeper traction .
• Avoid Complacency : Stay current by researching your industry , building your network , and social listening for customer and market evolutions . Being agile will ensure your personal brand remains relevant and grows with your business .
CONCLUSION
A powerful personal brand thrives on specificity , not generality . By aligning your unique strengths with market needs , you become the expert people actively seek . This focused approach amplifies your impact and unlocks new opportunities . Clarify your strengths , define your niche , and watch your personal brand become a catalyst for growth and industry leadership . +
Michelle B . Griffin is a personal branding & PR strategist and speaker who empowers experts to get visible and grow their industry influence as impactdriven thought leaders . She ’ s a two-time podcast host , author , and founder of Standout Women Media . Her latest book , Own Your Lane , will be published on November 19 , 2024 . Learn more at MichelleBGriffin . com .
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