BQ Tip #16: Parity Qualifies. Differentiation Amplifies.

Personal Branding for Business Executives

The development of a personal brand, like the development of a business brand, isn’t just about “window dressing.” It is a strategy that involves discovering what makes you different and leveraging that difference to optimize returns.  Well-branded businesses do this on a regular basis.  But one of the greatest challenges we have as individuals is the ability to see our own most powerful, innate strengths - because they come naturally to us, we sometimes think these aren’t strengths at all. We think others can do the same thing we can. Whenever you hear someone say, “I could never do what you do,” and you think “I didn’t to anything that difficult...” this is an indicator that you are doing something extraordinary, uncommon and possibly a key indicator of your personal brand. Others will recognize your greatest strengths long before you do.

Whether you are a business owner, an executive or new to the workforce, you will have points of parity and points of differentiation. Your points of parity include the technical skills, education and other traits you need to qualify for your position. Your points of differentiation are those innate, unique traits that cause you to bring something extra to your role – a focus, passion, abililty or exuberance - because these are areas of strength unique to you.

Parity qualifies. Differentiation amplifies.

Rather than try to fit your unique traits into a career, create a career that fits your unique traits. By doing this, you will discover a sense of “flow.” Flow means you will feel immersed in your work, the time will pass quickly and you’ll get a sense that you are doing exactly the work you were meant to do. Your instincts and values will direct you. You will have fewer struggles and greater creativity. You will be excited about your job because it won’t be just what you do, it will be who you are.

This doesn’t mean everything will be perfect–all careers have their challenges. But you will be able to work in a way that comes naturally to you. You will be more innovative, productive and satisfied. Your company will have the best you have to offer and you will in turn feel the sense of satisfaction that comes when your skills, passions and career in perfect alignment. Enjoy the journey!