Competition and How to Avoid It by Building a Personal Brand

Once I grasped the concept of a personal brand and realized that everyone has a unique one, it became crystal clear: competition doesn’t really exist. How does this apply to experts?

It would be absurd for someone to try to compete with me and claim they’re a better Lana Roma than I am.

But there’s one crucial point you can’t afford to overlook. What’s the point of having a strong brand if you’re not creating products? Whether it’s designing interiors, taking photos, baking cakes, writing books, or acting in films—whatever it is, it matters.

Remember, a brand is a combination of personality + creative products.

People love buying these products because they offer value, emotion, atmosphere, and growth. And in return, the brand gains money, recognition, and love. It’s a fantastic exchange, right?

So, where did all these phrases come from in personal branding courses: “stand out from competitors,” “monitor the market and competitors,” “know your competitors,” “how do you differ from competitors,” and so on?

Let me share a little story. I was dining at AVLI a Michelin-starred restaurant in Dubai. The service was impeccable, with a stylish and attentive waiter, delicious food, soft music, and a spotless restroom. I shared a story about the experience and tagged the restaurant. Almost immediately, they thanked me for the repost and asked if I enjoyed everything.

And that’s when it hit me—SERVICE! This is why my personal brand and products, built on the foundation of that brand, don’t really have competitors. But when it comes to service, that’s where the competition can be fierce. Before a client can appreciate your product, they first encounter your service. That’s where the real battle for attention lies.

In essence, service is the first and most important element of brand packaging. And it doesn’t have to be something extraordinary right away. Start by meeting the basic needs of your clients, and then think about the “extras.” Here’s a little secret: in the race to create these extras, most people forget the basics. But if you make these basics a strong core, your competitiveness will skyrocket.

Let me give you a simple example. As a buyer, I’ve ordered flowers as gifts countless times, and I’ve chosen florist accounts based on these criteria (just apply this to your product and packaging, and you’ll quickly see where there might be issues):

✔️ First, I looked for high-quality photos on their account.

✔️ Next, the description of the bouquet under the post mattered—the size, the flowers used, how long it would last, how to care for it, etc.

✔️ I also wanted to see prices under the post, not this vague “DM for price” nonsense. Ideally, I’d like a price range for different bouquet sizes in the same style. How long will delivery take, and how do I pay?

✔️ Quick responses in messaging apps were crucial, along with confirming the bouquet with photos and videos.

✔️ Finally, I needed to know all this information upfront. Some companies even have the entire ordering process outlined in pinned stories like “How to Order.” The same goes for bakeries, restaurants, salons, and photographers. First, I look for the product, and then I check out the service (the brand’s packaging). If the service is rubbish, I’m probably not going to be interested in the product.

For example, why don’t more restaurants include a description of the dish’s ingredients under the photo? It’s basic! I want to know what’s in it! And if a restaurant tells me they added basil from a local, smiley farmer who runs a family business, I’m yours forever 😍

And if they follow up, like that restaurant in Dubai, to ask if I enjoyed my experience after I posted a story, I’ll bring all my friends to try your pasta!

This is the kind of lesson on creating brand-service I’m currently writing for my new mentoring program, “The Brand Way.”

Because a beautiful service should only be created after you’ve unpacked your personality and product. Don’t just copy competitors (have you read “Steal Like an Artist”?); instead, pull out the unique and heartfelt touches that are authentically yours.

Lana Roma

2024-08-20 15:28 PERSONAL DEVELOPMENT & BRAND