Defining Your Executive Brand by Finding Your “One Thing”

Imagine walking into a room full of industry leaders and instantly being recognized for your unique expertise. No confusion, no hesitation—everyone knows exactly what you stand for. Well, I’m happy to tell you it isn’t a dream, and there’s no need to imagine: it’s the power of defining your “One Thing.”

My What?

Before we get into the why, let’s talk about the what. What is a “one thing,” and how do you pick it? Let me ask you a few questions in return:

What one thing are you the authority on?

What one thing are you known for?

If you know the answer, that’s awesome! Take a moment to reflect on it. For those still figuring it out, don’t worry—this journey is part of the process, and for many of us, it will evolve over time. I’m here to help you figure it out, so keep reading to learn how to pinpoint your “One Thing.”

Discovering Your “One Thing”

Let’s dig deep. What is that one thing you can do with your eyes closed? What could you talk about endlessly? If you could give someone just one word that encapsulates your expertise, what would it be?

When I started my business, I was afraid of missing out on opportunities, so I told everyone very generally that I did marketing and PR. The result? Glazed-over looks and blank stares. It was entirely too general. It pains me to think about how many opportunities I missed out on during those early networking events.

What I learned is that people need to know how you add value, very specifically and simply. Your “One Thing” does that. It shapes your narrative and focuses your visibility. It will cut through the noise and make it easier for coworkers, colleagues, friends, clients, and even potential business partners to understand who you are and what you do.

More importantly, it will make it clear how they can refer you business or introduce you to the right people.