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How to Develop a Unique Selling Proposition to Sell Your Personal Brand
The tension in the country was palpable. England’s rabid football fans were staring at defeat and subsequent absence at the 2002 World Cup finals, and to make matters worse, on their own soil. Their opponents, the Greeks, had only a few minutes left and the sweet taste of victory over England was gradually creeping into their mouths. The match remained 2-1 to England and in the last minute, England received a penalty kick. The stadium was tense and so was almost every household in England. There was only one person England could rely on at that moment in time: David Beckham and as he strode up to place the ball and take the free-kick, everyone watched with bated breath. David Beckham returned the ball in his marked way over the net and across the stadium and indeed, the nation went wild. He had just sent England into the World Cup finals with another spectacular BECKHAM FREEKICK.
The ability to roll a football over or around a wall of players or to lay a clinical pass to a team-mate was so associated with David Beckham that references were made to the BECKHAM PASS and BECKHAM FREE GOLD. These are beginning to be considered part of David Beckham’s UNIQUE SELLING PROPOSITION (USP).
In a previous article (How to Sell You: Building a Personal Brand), I mentioned that a personal brand is a certain combination of expectations and associations that are nurtured and projected over time. These expectations and associations are what people look forward to when dealing with you. It goes without saying that such associations should be positive and beneficial to your target market. Imagine an entire nation waiting, believing that one man can make his World Cup dreams come true. David Beckham’s USP took a long time to build. He had to discover that he could actually do it, practice to perfect it, and accomplish it over and over again. He may not have coined the terms BECKHAM PASS OR FREE HIT, but the connection resulted as he continued to create expectations and deliver on them.
David Beckham had the free kicks and clinical passing. What are the expectations you can create in your target market? What associations are you drawing for them? Are you delivering? Do they look forward to you meeting their expectations? Do they believe in you? Do you inspire confidence in them? Will they pin their success on you?
Personal branding is based on self-discovery, connects with unique associations, succeeds in distribution and relies on sustainability and permanent evolution. You must constantly discover and design your Unique Selling Proposition (USP). Remember, “If no one sells for you, no one will buy from you”
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