Our 4-Step Authentic Personal Brand Value Proposition Development Process

The First Step in Your Authentic Personal Brand Value Proposition Development Process:

Start really hearing (and recording) others’ positive feedback. Yes – write down each and every compliment too!

Truly hearing and owning the positive feedback and compliments you gather is the key to this part of the process. It’s also the single FASTEST way to get a clear understanding of the value that you provide to others.

This is not as easy as it sounds!

Many of us tend to experience “temporary hearing loss” when we’re praised. You know how that feels!  It’s a numbing out that blocks our hearing and prevents us from taking in what’s said. Compliments land on us – then slide off – as if we’re covered in non-stick coating.

Truly taking in praise may be a new experience! And it’s a real “feel good” thing to do once you get over the shock factor.

To Complete Step 1

  1. Practice really hearing compliments and positive feedback, and writing them down.
  2. You’ll also want to go through old performance reviews, letters of recommendation and even saved thank you notes.
  3. Identify all of the points that others have identified as praise worthy, and write them down.

This Cache of Positive Feedback Tells You:

Specifically why others value what you do

Which of your skills, talents or personal qualities
they find exceptional

Now – what you need to be careful of at this point is the desire to dismiss others’ input as less “true” than your own beliefs.  Other people are much more objective about you than you are about yourself. So their views are actually more likely to be accurate than your own.

The Second Step in Your Authentic Personal Brand Value Proposition Development Process:

In this step you’ll go beyond passively accepting input and take a more direct and active approach.

To Complete Step 2

  1. Identify 10 – 15 people whose opinions you respect and ask them: “What is the single greatest value that I provide?”
  2. Record their responses.

Yes – you DO need to write them down, or better yet, get as many people as possible to send you their feedback via e-mail.

The Third Step in Your Authentic Personal Brand Value Proposition Development Process:

In Step 3 you will compile all of the responses you have received into a single document, and categorize them. Don’t change the writers words or phrases,  even if you think the words they chose  to describe you sound odd or feel a little uncomfortable.

To Complete Step 3

  1. Look through all of the feedback you’ve received and identify common themes.
  2. Sort “like comments” into “like categories” and title them.

For Example: These comments would all be grouped together, as they address “like” sets of personal traits and attributes. A title for this category could be “Drive and Curiosity.”
– You have a unique combination of curiosity, proven success, and drive.
– You are outgoing and curious.
– You have an intense curiosity about the world, about life and about people.
– You have an inspiring thirst for knowledge.
– You strive to learn.
– You are open to learning.
– Your questions are  effective in uncovering and developing learning opportunities for others.

The Fourth Step in Your Authentic Personal Brand Value Proposition Development Process:

Step four takes you back to the direct track.  Ask the same or a different group of 10 – 15 people, whose opinions you trust, to help you validate the input that you have sorted into categories.

To Complete Step 4

Ask the people who are willing to help you validate your responses to:

  1. Review the common themes you created
  2. Comment on their accuracy, and suggest changes that will make your categories cleaner and more specific
  3. Rank your categories  in order of dominance ( From your strongest to weakest)
  4. Rank your categories in order of importance to them.
    For example, is your curiosity more valued by them than your drive to achieve  results?  If you work in a research setting, it may well be.  When conducting research, asking “why” and not accepting things at face value is important.  But if you work in a manufacturing setting – asking “why” things are done in a specific way may be seen as less valuable (or even as a weakness) by your colleagues and boss than your drive to get the work done.

At the end of this process you will know precisely what others value about you!

CAUTION:
Keep in mind that the views of those you invite to participate will be colored by the work they do and what’s important to them.  So if you want to move into real estate development and out of construction work,  get input from people who are already IN real estate development.

If you get input from people who work in construction, what you’ll define is your value proposition within the construction market. And that knowledge won’t help you advance yourself in the real estate market.

You May be Surprised by WHAT Others Value in You!

But once you have their input, and that input has been validated, you will be clear and well equipped to communicate your value to others.

What Functions Will Your Value Proposition Fulfill?

You’ll find that people appreciate getting an up front summary (or headline statement) of what YOU can do for THEM.

  • This is why your value proposition is important TO OTHERS
  • Your value proposition is important TO YOU because it gives you a solid foundation for your professional and personal path. Think of your value proposition as the headline of your success story!

Now go ahead and declare your value to the world!

For example, if you are a financial professional whom people value because of your ability to communicate complicated data in a clear and understandable way, START putting that headline out there. Tell people that’s what you can do for them, and put your energy into doing just that.  As it’s a natural skill for you, it will be easy and enjoyable. And STOP doing what you think you need to do that was NOT identified as valuable by those who took part in your value proposition development process.

Have fun developing your value proposition!

It will take you to your “Sweet Spot.”  Keep working it to stay there!

And if you run into any problems, please use the contact page to ask us for assistance.

8 thoughts on “Our 4-Step Authentic Personal Brand Value Proposition Development Process”

  1. I will be using the guidelines and steps you provided to develop My Personal Value Proposition. This is very useful as I am in the market for a job that aligns wih my values , skills and experiences.

  2. We have been asked at work what was our “Key Value Proposition”, and I have been struggling to find the right answer. I didn’t want to “show off” neither did I want to sell myself down… I felt lost – didn’t know where to start or what to write.
    Your 4 steps have helped me tremendously. I have even passed on your website to my colleagues so that they could use those 4 simple steps.
    I kinda feel you are the only website which made it easy to understand and think about VP without formulas and long complicated words.
    Thank you very much.

    1. Hi Audrey, and thanks very much for your comment.

      I’m glad to hear that my process made this task easy for you!

      And be sure to let me know how having a value proposition benefits you at work.

      Cheers,

      Rosemary

  3. Very insightful. I really enjoyed your article. I have completed a similar activity – gathering comments from peers, family, friends, etc. What I really liked about your article, and what is different from the other activity I did, is that you focus on making your brand value proposition something tangible and desirable to others. Should someone make their brand value proposition into one phrase or a couple of phrases? Is it better to focus on the principal positive aspect about oneself or have multiple propositions to throw out to others?

    1. Hi Shawn, thanks for your comment and question.

      If you serve diverse target markets, it’s best to segment your value proposition into different messages, each of which should match the needs of each market.

      For example, if you are a financial adviser, and some of your clients want to increase their wealth, others want to protect and conserve it, while a third group want to use you as a resource to learn as much about investing as possible, form a unique value proposition that hist the needs of each group.

      That was a great question!

  4. Very well written. Thank you. I teach a social media marketing class to MBA students and one of the biggest things I teach throughout the semester is the importance of developing their personal brand. I have a number of exercises that help—and this will be another one. Strong thinking. Thanks, again. — Jack

    1. Thanks Jack, I appreciate your positive feedback.
      I can help further smooth the process, if you’d like, by offering your class my
      “Seven Mistakes People Make When Starting to Craft Their Personal Brands,”
      delivered by webinar or tele-seminar.
      – Rosemary

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