How to Build an Attractive Brand: Marketing Lessons and Value Proposition

How to Differentiate Yourself in the Market: Marketing Lessons and Value Proposition

In a world saturated with options and offers, differentiation has become a key factor in standing out. Pablo Hinojosa, an expert with over 15 years of experience in marketing and brand development, shares in a conversation with Jun Consult how anyone, whether an entrepreneur or a professional, can stand out in such a competitive market.

The Importance of the Value Proposition

For Pablo, the key is understanding that there is no single path to success. Every person and every brand must find their own way. One of the most powerful concepts he promotes is the *value proposition*, a tool that allows you to connect authentically with your audience. Instead of simply offering a product or service, a value proposition should clearly communicate how that product or service addresses the customer's needs.

"The value proposition should be the starting point of any personal or corporate brand," says Pablo. Using models like the Business Model Canvas and the *Value Proposition Canvas* helps structure ideas, but what's really important is how these ideas reach the audience.

The Art of Communication: More Than Just a Message

Communication is much more than words. Everything we do communicates something: how we dress, how we speak, even how we present ourselves. This idea of constant communication becomes a challenge when building a personal brand.

Pablo emphasizes that every person must be aware of how their image, words, and even gestures are interpreted by others. "People form an idea of you in just 2 seconds," he says. Have you stopped to think about what you communicate in those two seconds? Building your personal brand depends on it.

The metaphor of a Van Gogh painting is revealing. Without an audience, a Van Gogh painting is meaningless. The same goes for a brand: without an audience that connects with your proposition, what's the point? Effective communication and understanding how the audience interprets your message are key.

Positioning: You Decide

One of the most powerful concepts Pablo shares is the importance of taking control over your brand's positioning. If you don't manage your brand, others will manage it for you, and it may not be in the way you'd like.

"If you don't position yourself, others will position you," he says, explaining how the perception of your brand is determined by both how you present yourself and the impressions you leave on others. The image you project, whether through verbal or non-verbal language, defines how others perceive you.

The Diversity of Perceptions: Coca-Cola as an Example

Using Coca-Cola as an example, Pablo explains that while the brand has positioned itself as an emblem of "happiness," each consumer has a different perception. Some associate Coca-Cola with family moments, while others with personal experiences. The key is how the brand has managed and directed that perception through consistent campaigns.

Pablo also mentions that there is no single way to view a brand. The same Coca-Cola can mean something different to each person. However, the brand manages to make the majority associate its values with a sense of happiness. This is the result of years of work in managing its value proposition and communication.

The Blue Ocean Strategy

When it comes to market positioning, Pablo talks about the concept of *blue oceans*, a term that describes markets with few competitors, where opportunities are larger, and the chances of standing out are higher. It's a market where you can be a pioneer, similar to what Apple did with the iPhone.

However, Pablo warns that blue oceans don't last forever. What initially is an innovation can quickly turn into fierce competition. "Value propositions have an expiration date," he says, highlighting the need to adapt and evolve.

How to Build Your Personal Brand

For Pablo, success in marketing isn't about inventing something completely new, but about understanding your audience and offering them what they need. The value proposition must be consistent with consumer expectations and aligned with what truly differentiates you. Additionally, it’s crucial to remember that brands are dynamic, and what works today might not be relevant tomorrow.

At the end of the day, marketing is an ongoing process of trial and error. As Pablo points out: "Trial and error, making mistakes, evaluating, correcting, and moving forward is what will allow you to take your personal brand to success."

So, if you want to stand out in the market, start by understanding your value proposition, communicating it effectively, and don't let others manage your positioning. The key is to take control and build a brand that authentically connects with your audience.

This article is part of a LinkedIn Live session where I had the opportunity to interview Pablo Hinojosa, an expert in branding and marketing. In the session titled "Boost Your Value Proposition and Stand Out in the Job Market," we explored key strategies for building a strong value proposition that not only allows you to differentiate yourself but also effectively connect with your audience and stand out in an increasingly competitive job market. During the conversation, Pablo shared valuable tools and practical advice to help you position yourself uniquely and authentically in your industry.