Brands begin with a brand audit. Look at yourself as a product in a competitive marketplace. Do a SWOT Analysis of your “Strengths” and “Weaknesses”. Then look at the wider marketplace. What are the “Opportunities” and “Threats” you are facing.
Use the SWOT analysis to find the best positioning for yourself – something that you can stand for that is different, relevant and adds value – you want to solve a pain point in the marketplace.
Remember, in terms of branding, it’s not what you do to the product – it’s what you do to perceptions – to the mind of others. Position yourself and your attributes so that they sing for a specific job.