How Many Times Has England Won The World Cup How to Develop a Unique Selling Proposition to Sell Your Personal Brand

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How to Develop a Unique Selling Proposition to Sell Your Personal Brand

The tension in the country was palpable. England’s keen football fans were facing a loss and the absence of attendees at the 2002 World Cup Finals, and to make matters worse, on their home soil. Their opponents, the Greeks, had only a few minutes to hold out and the sweet taste of victory over England was gradually creeping into their mouths. The game remained 2-1 against England and at the last minute, a free kick was awarded to England. The stadium was full of tension and so were almost every home in England. England could only rely on one person at that time: David Beckham and as he stepped up to place the ball and take the free kick, everyone watched him dive. David Beckham hit the ball in his trademark style into the net and the whole stadium and indeed, the nation went wild. He had just sent England into the World Cup finals with another BECKHAM FREEKICK.

The ability to curl a football over or around a wall of players or lay a clinical pass to a team-mate had become so associated with David Beckham that it was referred to as BECKHAM PASS and BECKHAM FREE KICK. These have come to be seen as part of David Beckham’s UNIQUE SELLING PROPOSITION (USP).

In an earlier article (How to Sell You: Building a Personal Brand), I mentioned that a personal brand is a concrete combination of expectations and associations that are cultivated and projected over time. These expectations and connections are what people come to look forward to when dealing with you. It goes without saying that such associations must be positive and beneficial to your target market. Imagine an entire nation waiting, believing that one man could achieve his World Cup dreams. David Beckham’s USP took a long time to build. He had to discover that he could actually do it, practice to perfect it and deliver on it continuously. It is possible that he had not coined the terms BECKHAM PASS OR FREE KICK but the result of that connection as he continued to create the expectations and deliver on them.

David Beckham had his clinical free kicks and passes. What are the expectations you can create in your target market? What connections do you draw for them? Are you presenting? Are they looking forward to you meeting their expectations? Do they believe in you? Do you instill confidence in them? Will they take their success out on you?

Personal branding is built on self-discovery, connects with unique connections, succeeds in delivery and is sustained on constant consistency and evolution. You must continuously discover and project your Unique Selling Proposition (USP). Remember, “If no one is sold on you, no one will buy from you”

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