Pocket Ruby with a few of her closest friends ©2014
I have a strange and impractical hobby. I collect Burmese rubies. Currently I own over 200 of them, ranging from 1 - 70 carats. And I carry around a 37 carat ruby with me wherever I go. Her name is Pocket Ruby and yes, she really does live in my pocket.
Pocket Ruby is more than a sparkly companion; she serves as a wonderful teaching tool, a memorable prop, and a remarkable identifier. When I introduce her to people, they don't soon forget her...or me. People ask about her all the time. Often the first question I encounter when I see a former student or associate after a long time is, "How's Pocket Ruby?"
Let me clearly point out that I didn't start carting around a honking gemstone just for attention. Nor did I start obsessively collecting them for this purpose. My love for rubies is pure and authentic and that's why it serves to truly set me apart.
In this overcrowded, highly competitive world, we all need something that easily separates us from the pack. A conversation starter. A signature mark that sticks with people long after we've left the room. Sure, our skills and experience are important and we need to back up our lasting impressions with them. But I cannot overstate the impact of a strong, visceral, unique identifier to truly make your mark.
What is your identifier, your brand? Make no mistake; you have one. I'm not talking about your talents, your accomplishments, or the numerous adjectives that others associate with you. I mean the one strong, remarkable impression that sets you apart from everyone else. If you do not consciously know and manage your brand, you are not only missing out on a golden opportunity that can lead to amazing possibilities, but you may actually have a brand that is limiting or hindering you.
Here are a few suggestions for determining and capitalizing on your brand:
Pick something simple: Don't over think it. You want something that people will remember.
Pick something authentic: Whatever your brand, it needs to be a true and organic part of you. It should be something I'd readily associate with you if I knew you. So when I hear it, my response is, "Of Course!" Not, "Really?"
Pick something unexpected: While your brand should be a true part of you, the more surprising it is, the better. Mine is Pocket Ruby. If I were a gemologist, this would be an obvious choice. Because I'm not in that profession, it's a bit of a surprise to those who don't know me yet.
Pick something remarkable: By remarkable, I mean something that people will remark about...over and over again. To you. And to everyone else they know. (To learn more about the concept of being remarkable, read Purple Cow by: Seth Godin.)
Your brand can be an object, a catch phrase, or even the perfect moniker. But whatever it is, it should absolutely solidify your uniqueness and your impression on others. Your brand will not define you. It will establish you and set you apart, which will give you the opportunity to define yourself through your actions and your expertise.
Next time you see me, ask about Pocket Ruby. I'll pull her out and you can see for yourself.