Branding
Branding is, essentially, the story that surrounds a person, organization or product. It's a world of incredible choice, what makes you or your message different. How you stand out and get noticed. Why should anyone consider what you have to say? What people think of when they think of you, your ministry or business.
The form of a positioning statement consists of a target audience, frame of reference, point of difference and support.
In corporate branding, the target audience is the consumer group you aim your brand promise, premise and efforts. In personal branding your first target audience must always be yourself, it's impossible to do for others, if not yourself. Most don't think how they want to see themselves. This must not be self-serving. You can't change others, but you can change how you influence them. What makes you proud of yourself? You are resetting your personal compass to your personal 'true north'. Have you really been true to yourself, or have you been living someone else's life?
In corporate branding, the frame of reference is the point of comparison with other competitors. Personal frame of reference sets the tone for the space you will occupy, plan to participate in and excel. Its your footprint, field of play, your sphere of influence. It establishes the topography of your personal brand image.
The point of difference is the differentiation in your chosen field of play. It's better to be remembered than to be recalled. A sustainable, unique, discernible point of difference helps stand out from the rest.
Support is evidence your positioning statement is true, the point of difference is real. Whatever the measure of confirmation, support should connect directly with the point of difference. It should be specific and, if possible, measurable.
Managing Brand You
Jerry Wilson, Ira Blumenthal
Wikipedia
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