Building a brand as an entrepreneur is a fickle business. Even I, a self-proclaimed expert in branding, struggle to understand my value proposition. A good friend told me this creating your brand it's like being a pickle in a pickle jar. When we're in a pickle jar, it's hard to see the label from the outside.

Clarity is key to understanding your brand. This complex dance of brand evolution is best led by those with significant input. I had the opportunity to sit at the feet of experts like Gary Vaynerchuk, David Meltzer, Evan Carmichael and others who were leading the way in brand exploration. The common thread woven throughout their teachings is that we must understand our own stories and use our expertise to change the way people think.

Lesson 1. Understanding your USP

Before you can share your brand story, you need to understand how you are different from every other brand in the universe. Understanding your unique selling proposition is vital to the health of your business.

To understand your USP (unique selling proposition)ask yourself:

• What is your gift that no one else in the universe possesses?
• What is your product or service that everyone needs?

Many entrepreneurs succumb to an early death because they do not have the words to express their importance and reliability. If you're in the tech industry, articulate why you're different from everyone else. If you are a coach, understand your specialty.

A brand must articulate and hold space for its importance. If you're selling transistor radios, your importance may be muted by the modern conveniences of innovators like YouTube. Regardless, your market position will be usurped by newer, shinier objects.

Then ask yourself:

What dynamic advantage do you offer a customer base that is needed now?

Take time to think about one thing that you do differently than all other entrepreneurs. Once you understand your USP, you need to convey this message clearly. Don't overthink your USP or drown it in word salad. Simplicity reigns supreme. You can claim your place in a crowded market when you understand your value proposition.

For example, “It melts in your mouth, not in your hand.” The genius behind this brand understood the value of easy-to-eat chocolates that satisfy your sweet tooth wherever and whenever you want. M&M's are the drugstore candy that everyone can relate to and are super delicious.

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Lesson #2. Storytelling is everything

Understand that story telling it's the crux of all content marketing. Without our stories, we don't connect with anyone. Even in the tech or IT world, you need to have a curated story to connect with your audience.

Confessions create a connection and can transform yours becomes a human experience. Curating a voice for your brand makes you memorable. For example, I have a background in law. However, I own a public relations agency. So many people do not understand the difference between these two professional worlds. My story centers on raising my voice in a way that a legal career did not satisfy. All my life I wanted to help others live their best life on earth. A career in law silenced my voice, thus forcing a change in my career. I found joy in building platforms for the voices of entrepreneurs. After all, I facilitate the dreams of others – end of story.

This is an abbreviated version of my brand story. However, we all have such stories. Uncovering your brand story takes a little digging and a lot of creativity. When you speak to the heart and soul of your audience, you tap into their deepest needs.

Our stories as brand builders illustrate what we as entrepreneurs. Adding a layer of vulnerability gives you a wider audience. A point of weakness in your brand story creates the foundation for the value system you want to convey.

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Lesson #3. Reaction power

Once we understand our value proposition and our story customer base, it is essential to assess trends, analyze competitors and encourage feedback. Awareness of the trend is the impetus that will add dimension to our popular brands.

Your brand should shine and shine. Thus, you need proof that sparkles and shines. You also need a solid foundation and understanding of why other brands offer these qualities.

There is no better way to ensure brand positioning than with feedback or testimonials. Your customer base wants to know why you are the best. When they understand that your business is the best from legitimate sources, potential customers will easily trust your brand.

Get started with a Google business. If you don't have one Google Business, I need you to stop reading and sign up for a. This is a great space for your business to shine and be seen by the search engine. You can share curated photos and search for customer testimonials.

Your brand matters. Your value matters. What is important to do is to start adding value to your brand through USP, storytelling and feedback. It's a complex web of evaluating your products and services and understanding how to position yourself that is the key to explosive growth.