I had a really interesting conversation recently which you might find helpful when it comes to branding and differentiating yourself.

I was talking (well chatting online) to a very smart Momentum Club member.

I was trying to make the point that when you're marketing, your communications should be very client focused. They shouldn't be about you and how you're better, they should be about your client and how they can succeed.

My smart client then remarked that while that made sense, the reason he hired me was because of me. He liked me and the way I did things. That was why he chose to work with me. So in a way, I needed to communicate about me, otherwise he wouldn't have known that I was the right person to hire.

But when we thought about it, we realised we were both right.

I had communicated about me and why I was different – but not overtly.

Every time I sent a useful tip, it communicated that I had value to add.

Every time I made a recommendation that was in my audience's best interest rather than mine, I was communicating that I cared.

Every time I was honest about where I'd failed rather than just trumpeting my successes, I was communicating I was the kind of person he'd like to work with.

So yes, you communicate about yourself and why you're better. But you do it through your actions and by demonstration, not by claims and by showing off.