From Martha Stewart to Alan Dershowitz, all successful marketers need a verbal identity to illustrate what they stand for and how they stand apart.

The question this week was: I can verbalize what sets me apart:

1. In one sentence – 0%

2. In one paragraph – 0%

3. In a somewhat rambling way –

This week we need to address the second step in defining your personal brand. The verbal identity. You’re not just a lawyer… you’re a specialist. It may be in criminal law, real estate law or immigration. How can you own a slice of your specialty? This is the time to verbalize the big idea that