Be remarkable and establish your personal brand.

What do Udo Jürgens, Mark Zuckerberg, and Cristiano Ronaldo have in common? They have charisma and success. They inspire masses. They instill trust, evoke positive emotions in us, and shape our preferences. In other words, they have managed to become a successful and strong brand. Because only the brand turns similar products, people, or services into something special, something in demand. People can also be a brand - a PERSONAL BRAND. How does this work? We can learn from the brand makers! Think about which products you naturally refer to by a specific brand name, for example, when you ask for a tissue, pass a hazelnut spread across the breakfast table, or outline your lips with a colorless lip balm. Even if the brand is not on the table or in your hand, you still name it that way. The brand is unique and stands for a specific characteristic and unique quality. ### How can you use this knowledge for your career? You are unique too! However, it is important to be aware of your personal strengths and articulate them concisely. Imagine having so much expertise in your professional field that everyone turns to you. Just like how in theoretical physics, no one could bypass Stephen Hawking, or in the past, in heart transplantation, no one could bypass Prof. Christiaan Barnard from South Africa. Don't worry, you don't have to establish yourself as a scientist, you can succeed in your field with your PERSONAL BRAND, promised! What do brand makers do when they want to establish a new brand? First, they deal with the so-called USP (Unique Selling Proposition), which is the core of the brand. It answers important questions such as: "Why should the consumer be willing to pay more for me than for another product?" "What makes the brand unique?" and "Why should the consumer choose me over another product?" ### What does this mean for you specifically? When establishing your PERSONAL BRAND, start by formulating your unique selling proposition: "What are you passionate about and where do your strengths lie?" "What should your colleagues or customers associate with you and your work?" You should know, strengthen, and know where to apply your strengths. Emphasize the uniqueness of your own personality through clear, memorable distinguishing features. ### And this is how you increase your brand awareness! Advertisers differentiate between aided and unaided brand awareness. In aided brand awareness, the brand or person's name or use is mentioned. With high unaided brand awareness, this addition is no longer necessary. For example, with Victoria Beckham, you no longer need to ask, "Do you know Victoria Beckham, David's wife?" Her name has established itself with such high unaided brand awareness that she can position various products like fashion, aftershave, and cosmetics. Always with the same message: "Wear me and you'll be as sexy and successful as I am!" Many women are willing to pay a lot for this. So, how about working towards achieving a similar unaided brand awareness for yourself? You don't have to be a celebrity, but you can showcase your expertise through your PERSONAL BRAND. ### Be like Mr. Bond! Do you have proven expertise and are worth remembering, yet people don't automatically think of you for the next career step? Then consider whether you are present on the right corporate stages and adhere sufficiently to the principle of "do good and talk about it." A PERSONAL BRAND needs a name, so anchor yours! Clarity and recognition are crucial here, just like the recognition effect. If you have a longer, less memorable name, do it like James Bond. Remember? "My name is Bond, James Bond" ... and you've already anchored the unpronounceable twice. One thing is for sure: A PERSONAL BRAND brings happiness. Really! Because what's better than doing what you truly love.