(Photo by Sam)

When you’re thinking of starting a new business, it all comes down to your personal branding. Why should someone choose to work with you?

You can create websites. So can they. You can bake delicious cakes. So can they. You teach yoga. So can they. So, why start a new business that others are already also doing? You’ll have no name recognition, no trust, a price that’s likely no better than theirs’. You need to brand yourself differently.

The trick is to realize that many people (including your competitors) can do one thing well, whether it be sales, marketing, product development, etc. The key to crafting your personal branding comes in is merging one of your secondary skills with your primary skill to offer something no one else is.

If you’re a website designer that’s deeply religious, then why not specialize working with other deeply religious groups (not just your own belief or sect)? Your passion for religion will be self-evident in crafting high-quality websites.

If you’re a cake baker who loves fixing up homes, then why not specialize in architectural cakes? Make cakes that look like business buildings, newly constructed homes, room layouts, etc. Realtors and architects could give memorable thank you cakes to their clients.

If you’re a yoga teacher that loves hip-hop music, then why not feature hip-hop music in your classes, creating special yoga sequences that match the music and your yoga goals? Instead of wearing the normal yoga clothes, imbue your class with hip-hop spirit. You might attract a totally different type of yoga student.

It might not be obvious or easy to figure out how to merge two diverse interests or even how to be successful doing it. By making your personal brand unique, you’ll stand out from the crowded competitive field and make it much easier to find your fans.