The Secret to Standing Out: How to Define and Communicate Your Value

April 24, 2025
Personal Branding

Back in 2007, I found myself in an unexpected competition.

I had just started as a meeting broker, wide-eyed and green, navigating a local market where I knew very few people. Alongside me was my new colleague, Derise. She was everything I wasn’t—an extrovert, a natural at sales, and already well-known in the industry. The kind of person who could work a room like she was born with a cocktail shaker in one hand and a business card in the other.

Meanwhile, I was the introvert in the corner, sipping tea, rehearsing my “elevator pitch” in front of a mirror (PS, while I learned alot from that exercise, it was uncomfortable AF…)

It would’ve been easy—tempting, even—to try to mimic her. To adopt her outgoing style, crank up my energy levels, and morph into someone I clearly wasn’t. But after a few exhausting attempts to play that game in real-time networking rooms, I realized it wasn’t sustainable (or enjoyable). I’d come home drained, questioning if this career was even for me.

Then I had a quiet lightbulb moment:

What if I didn’t need to be like her to succeed? What if I leaned into what made me different instead of trying to erase it?

So I did.

I stopped trying to win people over with bubbly banter and started positioning myself around what came naturally: thoughtful conversations, deep listening, and understanding my clients better than anyone else. I built a personal brand that felt aligned, not performative. And I began attracting clients who appreciated a calm, strategic partner—not just another fast-talking salesperson.

That’s when this truth took root:

Success isn’t about being like your competitors—it’s about standing out on your own terms.

And if you feel like your only way to compete is by lowering prices or throwing in more “bonuses,” the real issue likely isn’t your pricing—it’s your value proposition.

Let’s fix that.

Your Unique Value Already Exists—You Just Need to Define It

Here’s the good news for us who prefer to do things a big differently: You don’t need to create a flashy new persona or rebrand your entire business. Most people don’t need a reinvention—they just need clarity.

Your unique value is already in your back pocket. It’s in your lived experience, your method, your mindset, and the way you make clients feel seen and supported. But if you’re not communicating that clearly, your audience can’t see it.

Differentiation doesn’t come from invention. It comes from articulation.

So instead of asking “How do I stand out?” try:

What do my best clients say about working with me?
What problems do I solve better than anyone else?
What approach or philosophy do I bring that others don’t?

The answers are already there—you just need to shine a light on them.

People Pay for Outcomes, Not Just Services

Let’s say you’re a career coach. You could list services like “resume reviews,” “interview prep,” and “job search strategy.” Cool. So do hundreds of others.

But if you shift the focus to outcomes—“I help mid-career professionals land $100K+ roles in 90 days without burning out or second-guessing themselves”—now we’re talking.

Clients don’t want “services.” They want solutions.
They want less stress. More clarity. Faster results.

When you focus your messaging on transformation, you give your audience a reason to invest that has nothing to do with your hourly rate.

A Strong Value Proposition Makes Price Less Important

When potential clients understand the unique value you bring—the lens you use, the system you’ve refined, the way you simplify the complex—they’re not going to nickel-and-dime you.

Because at that point, they don’t see you as a cost. They see you as a catalyst.

And catalysts? They’re worth investing in.

More Discounts Won’t Fix a Weak USP

If people aren’t saying yes to your product or service, shaving off 10% won’t suddenly turn a “meh” into a “heck yes.”

Discounts can attract deal-hunters, but they don’t create loyalty. And they definitely don’t build a sustainable business.

Instead of dropping your price, raise your clarity.
Get razor-sharp on who you help, how you help them, and why your way is the better way.

Your USP Is More Than Just Features—It’s Your Perspective, Process, and Promise

You’re not just selling what you do—you’re selling the way you do it.

Your unique value proposition (UVP) includes your:

Perspective – What do you believe that others don’t?
Process – What steps do you take that consistently drive results?
Promise – What outcome can clients count on?

Put together, those three Ps create a powerful brand story that sets you apart from a sea of sameness.

Communicating Your USP Isn’t Bragging—It’s Helping Your Audience Choose

Let me guess—you’re worried about sounding arrogant, right? Ya, I worry about that like all the time. I get it, you don’t want to “toot your own horn.” You just want your work to speak for itself.

But here’s how I’d like you to look at it:
You’re not bragging—you’re helping people make an informed choice.

Because if you don’t define your value, someone else will. And that “someone else” is usually a price comparison chart on your competitor’s website.

A Clear Brand Message Makes Selling Easier

Ever notice how hard it is to sell something you’re unsure how to explain?

When your message is muddy, sales feel icky. But when your USP is clear, clients come pre-qualified. They know why you’re a fit before they ever hop on a call.

Sales becomes less about convincing and more about confirming.
(And yes, that’s every introvert’s dream.)

Your USP Should Answer: “Why You, Instead of Anyone Else?”

If someone read your website, scrolled your LinkedIn, or attended your webinar, would they walk away knowing exactly why you’re different?

If not, it’s time to answer this question loud and clear:

Why you, instead of anyone else?

Because once you can answer that, so can your dream clients.

Your Brand Should Attract the Right Clients—Not Just Any Clients

Not all attention is good attention. Not all inquiries are good leads.

When your USP is clear, you don’t just attract more clients—you attract better ones.
Ones who trust your process. Respect your time. And happily pay your rate.

That’s the power of positioning.

Want Help Defining Your Own UVP?

If you’re ready to stop competing on price and start standing out for your real value—join my upcoming webinar:
The Branding Shortcut for Introverts – 5 Ways To Getting Seen (Without the Cringe)

You’ll learn:

The 5-Step Branding Shortcut – A simple, no-fluff system to build your brand with confidence.
Where to Show Up Online – Not all platforms are created equal (let’s find the right one for you).
The 3-2-1 Quick-Wins Content Plan – A low-pressure approach to staying visible without content overwhelm.
How to Build Influence—Quietly – Ditch the “look at me!” energy and use your natural strengths to attract the right connections.