You need to be memorable. One noise filter you apply in your business is a stand-out trait. The filter gets finer when you identify a word (or phrase) that defines your “why.”

So I ask, why do you do what you do?

It’s the basic premise of my book. It’s the guiding light of my work.

I can only answer the question “why me” with demonstrations of what I say I do well in my LinkedIn profile sections (Headline, About, Experience, and the secondary sections that add more breadth to my words) and let others say how well I do my why in Skills Endorsements and now 111 recommendations form clients and colleagues.

They are all mine.

I earned them and work to keep them pristine.

But that’s too much for anyone to remember, so I boil them down to two, my tagline:

I exceed expectations

and my favorite made-up word for my clients to end up being

“amazing-er”

than their competition.

How about you? What are your mottos/taglines/single branding word?

If you don’t have one (or some), I suggest you work on that to further differentiate you in this competitive world market.