I spent 25+ years uncovering the driving force behind successful brands.

Now, I’ll share that secret in just 2 minutes.

I distinctly remember the day after I left my corporate career, sitting in my home office and staring at the following sentence I wrote on my whiteboard:

For 25+ years, I crafted identities for iconic brands by uncovering the quality that consumers value most and labeled this core value with ‘One Word’.

I believe winning brands do NOT sell their products or services. Rather, they sell their core value embedded inside their products or services.

Think of it this way:

• Oreo sells CONNECTION…inside their cookies.
• Snickers sells SATISFACTION…inside their chocolate bars.
• Apple sells SIMPLICITY…inside their iPhones or computers.
• Volvo sells SAFETY…inside their cars.

I kept thinking there had to be a parallel process in the personal branding space. How could we disrupt the way people think about themselves, so they understand what they’re truly selling?

After all, people are always selling themselves whether they realize it or not:

• High School students sell themselves to college admissions committees.
• College students sell themselves to future employers.
• Entrepreneurs sell themselves to consumers and investors.
• Business leaders sell themselves to climb the corporate ladder.

That’s when the💡went off.

People need easy, concise ways to communicate their personal brands. What better way to do that than to discover and embrace your core value?

In corporate branding, distilling an identity for a product or service down to its “One Word” core value makes it both simple and memorable. When individuals apply that same philosophy to personal branding, their ‘One Word’ becomes an inner compass, guiding them toward a more impactful future.

Where can you find that core value?

Well, just like Apple’s core value isn’t the iPhones they sell, your core value isn’t the job you DO. You need to do some deep self-reflection to unlock what you’re truly selling.

Step 1 is to ask yourself, “What is my core value?”

Step 2 is to reach out to me, and I’ll help you discover it.

All it takes is ‘One Word’ to Stand-out Conquer Obstacles Reach Excellence (SCORE)!