In markets saturated with similar product features, true differentiation comes from personality. Brands must find their "inner weird" and the human, universal truths that create an emotional connection, rather than focusing only on technical specs.

Competence is the most overlooked element of personal branding. It isn't charisma or visibility, but the 'quiet power' of consistently demonstrating your expertise and the 'why' behind it. This is the substance of your brand that builds trust over time.

Just as Welles used the trappings of a news broadcast to create legitimacy, a salesperson must project confidence and clarity. This 'sells the experience' of being in capable hands, building trust that makes the prospect believe in you and your company even before the product is delivered or the price is discussed.

Reposition your branding efforts away from self-glorification ("personal branding") and toward elevating your entire market ("market eminence"). This focus on industry-wide improvement attracts a wider range of stakeholders, including partners, investors, and acquirers, who are drawn to a mission larger than just you.

Don't save your best proof points for the end of an ad. To combat distraction, establish authority immediately by stating a powerful credibility marker—like running an eight-figure business or having an Inc. 5000 award—in the first few seconds. This frames the rest of your message and compels the audience to listen.

Differentiation is proving you're the best choice with unique features. Distinctiveness is simply being memorable and standing out. Many B2B brands over-index on differentiation while blending in visually and tonally, failing the crucial first step of being noticed.

The foundation of a strong personal brand is not self-promotion but demonstrated value. The process is twofold: first, achieve something notable or put in extraordinary effort to gain unique insights. Second, share what you've done and learned. This provides genuine value to others, which is the core of brand building.

Your personal brand should transcend your current job title. Identify recurring themes in your career and articulate them as core "I am" statements (e.g., "I love to build things from the ground up"). These statements should be true for you across different companies and roles, forming an authentic and enduring brand.

Simply adding a celebrity to an ad provides no average lift in effectiveness. Instead, marketers should treat the brand’s own distinctive assets—like logos, sounds, or product truths—as the true 'celebrities' of the campaign. This builds stronger, more memorable brand linkage and long-term equity.