I don’t watch American Idol- but I’m considering tuning in to catch Sanjaya in action. How do I know about this guy?  I can’t help it. He’s featured online; he’s discussed on morning news shows; people are talking about him. Love him or hate him, no one is saying he’s a fabulous singer.

Not a great singer, so what’s working in his favor?

• He created a distinct brand that people want to talk about; when he came out in the Mohawk hairstyle he stunned the audience, and when that look was published, it reached a broad range of viewers and non-viewers
• People aren’t ambivalent about him; they either love him or hate him, which generates a lot of passion
• He is either killing or saving American Idol, depending on what camp you are in
• Simon has a lot to say about him

Sanjaya is a great illustration of the point that technical excellence isn’t enough to win the day.  You can be an amazing attorney and not fill your practice. You can be a good attorney and have more business than you can handle.

Start by defining your brand- how do you distinguish yourself and what you do? What sets you apart from your competitors? What is it that your clients love about you? What do you love about your clients and your work?

Tom Peters is the guru of ”The Brand You”. In 1997 he launched the term in Fast Company magazine. That article is still worth reading.

http://www.fastcompany.com/online/10/brandyou.html

Start paying attention to your own brand. If you don’t know what makes you unique, no one else will either.