Creating demand for a new brand means developing a brand that people will know and recognize immediately. You will have qualities that make it different from others, are relevant or important features, and is also consistent and consistent over time (if I buy a brand X yogurt always tastes the same, has the same color, same texture .) As in the products, we know what the market demands, what needs are, and how we can meet them. But always based on our values, our features. For example, if I always have bad language, you should not want to make a living as a translator and start to learn Chinese.
We can demonstrate consistency in the workplace every day, and the curriculum that we present must show that coherence, our own brand should look at all aspects (in my experience, many curricula do not pass the first filter to have misrepresentation, as we do not buy a product if the packaging is not very good appearance). In addition, depending on the type of position is important to highlight certain values or minimizing others (this is an important, and often not taken into account.) Someone can be individualistic or prefer to work as a team, be flexible or systematic, tolerant or demanding, introverted or extroverted, creative, or graph are not bad qualities in themselves, depends on the type of work you want to play (for example, a person shy can be a bad seller, but to be an excellent financial analyst). A good way to think of how to differentiate is to start at the end, that is, visualize how you want to be perceived (in line with the qualities that you have) and going back, analyze what features we need to get there.
From this reasoning, we study what is the gap, that is, what separates our current product desired, and we cover step by step these differences.