The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand
while the CEO looking to build a personal brand may be more focused on the social media and writing skills of the consultant.
Karen Leland • The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand
For example, in my line of work, the key attributes potential clients often screen for in a branding and marketing consultant include:
Karen Leland • The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand
line. Experience in both the creative and business fields gives her a strong position from which to promote her consulting. Her tagline, “Putting the business in creative,” mirrors her UBP.
Karen Leland • The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand
If your Anchor Statement answers the question “What do you do?” the Unique Branding Proposition (UBP) answers the question “Why you?”
Karen Leland • The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand
I don’t believe in ruthless competition. I honestly think that if you’re great at what you do (or make, or build, or offer), there is enough work to go around.
Karen Leland • The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand
MAKE YOUR ANCHOR STATEMENT CONVERSATIONAL
Karen Leland • The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand
Anchor Statement include all three levels of brand definition: what you do, the results you have your clients produce, and the way you are being that makes the difference