There's only one you. And that's a pretty good place to start.

There are probably hundreds, if not thousands, of people out there offering something similar to what you do.

People with similar qualifications, similar experience and similar services. Some might even be working with exactly the same types of clients.

So, what makes someone choose you?

It's a question I think a lot of independent business owners struggle to answer. We're often so close to what we do that it's difficult to see what makes us different.

We look at our competitors, compare our offerings and try to work out what we need to do to stand out.

But sometimes, we're looking in completely the wrong direction.

Because one of the most valuable things you bring to your business isn't necessarily something you've created, a qualification you've gained or a service you've developed.

It's everything that makes you, you.

No two people bring the same things to the table.

Think about everything that's brought you to where you are today.

Your previous jobs. The people you've met. The things you've learnt. The challenges you've overcome. The decisions you've made. Even the experiences that, at the time, seemed completely unrelated to what you're doing now.

All of those things have shaped you.

They've influenced the way you think, how you approach problems, how you communicate and what matters to you.

And whether you realise it or not, they influence the way you run your business too.

Perhaps you're brilliant at putting people at ease because you've experienced what it's like to feel completely out of your depth. Maybe you've learnt to think on your feet because life hasn't always gone to plan. Or perhaps you've developed a real understanding of what people need because you've been in their shoes yourself.

Or perhaps you're naturally the person who notices the little details, asks the extra questions or makes people feel instantly comfortable.

These things might feel completely ordinary to you. But they're not necessarily ordinary to everyone else.

What comes naturally to you could be exactly what someone else is looking for.

People don't just buy what you do. They buy into how you do it.

This is something I think is particularly important for independent businesses.

When someone chooses a photographer, therapist, financial adviser, designer or any other service provider, they're rarely making that decision based on qualifications or price alone.

Of course, those things matter.

But so does the feeling they get from you.

Do they trust you? Do they feel understood? Do they like your approach? Do they feel confident that you're the right person to help them?

Two businesses could offer almost identical services, yet the experience of working with each could be completely different.

One might be wonderfully organised and methodical. Another might be full of energy and spontaneous ideas. One might offer a very structured process, while another takes a more relaxed, collaborative approach.

None of those qualities is automatically better than another.

But they will appeal to different people.

And that's the point.

Standing out isn't always about being better than everyone else. Sometimes it's about helping the right people recognise why you're right for them.

The things that make you different aren't always the things you notice.

I think this is where things get really interesting.

We're often very good at recognising what makes other people brilliant at what they do, but not nearly as good at recognising those qualities in ourselves.

Perhaps because they've always been there.

You might think everyone takes the time to really listen to their clients. Or that everyone puts that much thought into the smallest details. Or that everyone would naturally approach a problem the way you do.

But they don't.

And sometimes it takes someone else pointing it out for you to recognise that these are actually some of your greatest strengths.

It's one of the reasons I love the strategy stage of a branding project so much.

Those early conversations aren't just about choosing a direction for the design. They're about understanding the person, the business and everything that makes it different.

And quite often, the most interesting things come from conversations that initially don't seem to have much to do with branding at all.

A story about a previous job. A particular experience with a client. Something someone feels strongly about. A reason they started their business in the first place.

Little things that begin to reveal a much bigger picture.

Because when you start connecting those dots, you often uncover something far more meaningful than a list of services or a collection of adjectives.

You begin to understand what really sits behind the business.

Does that mean your brand needs to be all about you?

Not at all.

And I think this is an important distinction.

Putting yourself into your brand doesn't mean you have to share every detail of your life on social media, become the face of every single post or tell the world things you'd rather keep private.

You can be a very private person and still have a wonderfully personal brand.

It's about allowing the things that make you different to influence how your business presents itself.

Your values. Your personality. Your approach. The way you communicate. The experience you want people to have when they work with you.

Some business owners are naturally bold, expressive and full of energy. Others are quieter and more considered.

Your brand shouldn't force you into being someone you're not.

It should feel like a natural extension of who you are and what your business stands for.

And when it does, showing up becomes so much easier.

Personal branding for small business owners: where does design come into it?

This is where I think there's a common misconception about what brand design actually involves.

It's easy to think that branding begins with a logo, a colour palette or a particular visual style.

But for me, those things come later.

Before I start designing, I want to understand the business behind it all.

What matters to you? What do you want to be known for? What makes your approach different? Who are the people you really want to work with? And how do you want them to feel when they come across your business?

Because all of those answers should influence the creative decisions we make.

Colour can communicate emotion. Typography can express personality. Illustrations, imagery, language and even the smallest design details can help tell a story.

But they need to be telling your story.

Not simply following whatever happens to be popular at the time.

A thoughtful brand identity brings all of those different elements together in a way that feels cohesive, recognisable and, most importantly, genuinely connected to the business it represents.

The aim isn't to create a personality for your business. It's to uncover what's already there and find the right way to communicate it.

A little something to think about...

If you're an independent business owner, I'd love you to take a few minutes to think about these questions.

You might even want to grab a notebook and write down your answers.

1. What experiences have shaped the way you work?

Think beyond your current business. Previous careers, personal experiences, unexpected opportunities or challenges you've navigated. What have they taught you that you now bring to your work?

2. What do people consistently thank you for?

Think about the feedback you've received from clients. Is there something people mention again and again that you might have been overlooking? Have a check of your google reviews...

3. What comes naturally to you that might not come naturally to someone else?

Perhaps it's your ability to put people at ease, your attention to detail, your creativity, your honesty or the way you simplify complicated things.

4. What do you want people to feel when they work with you?

Not just what you want them to receive at the end, but how you want the whole experience to feel.

5. Does your current branding reflect those things?

If someone discovered your business for the first time today, would they get a genuine sense of who you are, what matters to you and why your approach might be right for them?

You might be surprised by what comes up.

And if you find yourself struggling to answer, that's completely normal. Sometimes we're so used to being ourselves that we forget there's anything particularly distinctive about it.

You don't have to become someone different to stand out.

I think there's a lot of pressure on business owners to constantly do more, offer more and find new ways to differentiate themselves.

And while developing your skills and evolving your business will always be important, I think it's equally valuable to recognise what you're already bringing to the table.

Your experiences, your perspective and your personality aren't separate from your business.

They're part of what makes it yours.

And when those qualities sit alongside your expertise, the quality of your work and a clear understanding of the people you want to reach, they can become something really powerful.

So perhaps the next time you find yourself wondering what makes your business different, rather than looking at what everyone else is doing, start by looking a little closer to home.

You might find you've had the answer all along.