Find Your Uniqueness, Exploit It In Service

Brand building 101 from Rory Vaden, 

The goal is to find your uniqueness and exploit it in the service of others. 

Take it in reverse because the logic is important here. 

You need others who value something you can do. 

You need to be able to do that thing well. 

You need to understand why that thing is special, in the eyes of the others. This may require (oh what am I saying, it WILL require) you to reframe the problem and purpose in their minds. 

Having something others value, that you do well, and can explain as different and unique from other options is the goal of any brand. 

Works in both directions. Thanks Rory Vaden.