Okay, so you know why you do the work. Now the million-dollar question:
Why should anyone listen to you specifically?
This is where most people get awkward. It feels arrogant to claim expertise, or position yourself as any kind of expert. It feels uncomfortable to position yourself as someone worth paying attention to.
Get over it. 🙂
In a sector full of important problems and mediocre communication, the people who ‘show up’ or take the lead clearly and confidently create disproportionate impact. We’re not suggesting you become ‘famous’ in a mainstream sense, that’s not realistic, BUT becoming sector famous IS realistic.
Eg: You’re a support coordinator. ‘Famous’ isn’t the next cover of Vogue, it’s being invited to talk at a local or National conference for support coordinators. It’s not only reasonably achievable, it’s also better for business.
The case for you
Building the case for your professional brand means getting clear on:
Your experience. What have you actually done? How many years? What roles? What outcomes?
Your perspective. What do you see that others miss? What do you believe that others won’t say?
Your track record. What have you built, changed, fixed or created?
Your network. Who do you know and who knows you?
Your lived experience. What personal experience gives you insight that credentials alone can’t?
You don’t need to be the most qualified person in the room
You need to be the clearest. I’ve seen it countless times via my time with The Funding Network – a pitch coaching and pitch night organisation – the best communicators win every time.
In fact, the most memorable professional brands are rarely built on having the most letters after their name.. and lets be honest I don’t even know what half of them mean. They’re built on having a clear perspective, a consistent presence, and the confidence to share both.
Clarity. Consistency. Confidence.
The credibility audit
Write down every piece of evidence that supports the case for your professional brand, and give yourself a pat on the back while you’re at it:
- Roles held
- Organisations you’ve worked with
- Projects you’ve led or contributed to
- Things you’ve built
- Results you’ve achieved
- Recognition you’ve received
- Things people come to you for
- People whose lives are better for knowing you
Most people have more than they think. They just haven’t written it down or taken inventory.
Exercise
Complete the credibility audit above. Then answer this: what is the one thing people in your network most consistently come to you for? That’s your ‘zone of genius’ or better yet, your niche. The foundation of your professional brand.