You can learn how to stand out

As a creator, producer, or marketer in the cultural sector, a strong personal brand helps you highlight what sets you apart, whether you’re applying for a grant, presenting your work, or seeking new collaborations. In this article, by (former) trainer and coach Jessica de Jaeger, you’ll learn how to refine your own narrative using practical tools and how to find words that align with your identity as a creator.

We’ve all been there: you’re at a party and someone asks you what you do. You can usually answer “what do you do?”: dancer, photographer, or fundraiser might be your answer. But be honest; that doesn’t really say much. Maybe at a party where you’re the only photographer, fundraiser, or dancer—but if you’re in a place where there are more people “like you,” it’s a different story.

Why branding is important

When you introduce yourself and say you’re a “photographer,” no one really knows what you do exactly. What drives you, for example? What sets you apart from your fellow photographers? How do you work, and why do you do what you do? That’s why it’s important to know how to position yourself—to have a clear story about who you are. A story in which you explain what makes you different from others. In which you highlight what sets you apart, how you work, and what defines you—your so-called value proposition ( what you bring to the table and why it matters).

So, building your profile isn’t so much about making yourself presentable or putting yourself out there, but first and foremost about knowing exactly what story you have to tell and how you describe yourself. Building your profile means explaining who you are, what you do (well), how you do it, but above all, why you do what you do. Whether you’re applying for a grant, pitching a new project, or introducing yourself at a networking event—your profile determines how others remember you.

Discover your value proposition

You may not often stop to think about why you do what you do. The first step in establishing your personal brand is therefore to ask yourself: Why do you do what you do? What drives you? What do you hope to achieve through your work? Do you perhaps have a message or a mission to share? Is there a problem in society or your community for which you can offer solutions or potential solutions through your work?

There are several tools available to help you identify your value proposition or brand positioning. Three of them are explained below:

1. The Golden Circle

Simon Sinek’s Golden Circle consists of three parts:

• Why – What are you striving for (your mission)?
• How – How do you do it, and what makes your approach different, better, or unique?
• What – What exactly do you deliver (which products or services)?

Loyal customers, visitors, and/or investors are drawn to your “why”—they believe in your purpose and motivations, not just in what you sell. As Simon Sinek so eloquently puts it in his world-famous video: “People don’t buy what you do; people buy why you do it.”

Concept development - From idea to concept to project plan

Are you ready to really bring your idea to life? Then it's time to put your plan on paper so you can convince people to support you in it. On this page you will find all the essential elements and practical tips to turn your vision into a clear and convincing plan. We take you step by step through the process, so you know what choices to make and how to develop your ideas.

2. The Hedgehog Model

Another way to identify the elements that make up your value proposition is the Hedgehog Concept. The Hedgehog Concept is based on the idea that you find your “essence”—that you know when you’re doing what you’re passionate about, what you’re “the very best” at, and what you can also make a living from. Once you know what this is, you can use it to describe your “essence”: that is where the three spheres intersect. That essence is therefore your value proposition, and thus the core or description of who you are.

3. Asking questions

A third way to find words that fit your brand identity is to ask friends, clients, or family: how do others describe you and/or your work? What words do they use to describe what makes you unique and distinctive?

Making your idea concrete

Once you have your idea clear and a good understanding of why you are doing what you are doing, you can develop it further. Before you start writing your plan, it is important to think about the parts that should go into it. There are several methods that will help you get a clear picture of exactly what you want and how to make it happen. On this page you can read more about these methods and how to apply them so that you end up with a tight and convincing plan on paper.

Get started with your story

In conclusion, this self-description is never complete and often raises questions in the mind of the person you’re sharing it with. If you connect with someone else based on your “why,” you should immediately feel a connection. If not, then they’re most likely not your customer, client, or audience!

It’s not something that happens overnight. But once you’ve found your niche, it’s nice to always have it on hand. That way, you can evaluate new projects or clients: do they align with who I am and what I want to be?

💡 Tip: Be sure to check out our " Funding" knowledge base topic, where you can learn more about concept development and applying for grants and subsidies.