![]() ![]() You can lead with that authentic strength in your marketing content. If they think of you as the "friendly" bank or the "more-expensive-but-worth-it" tire store, then that's what you are. Their perceptions are reality and ultimately what matters anyway. So, tap into your customers' thoughts with a survey. You may know how you want your brand to be unique, but the world may perceive it differently. Good communication speaks directly to the audience you want to influence. If they aren't, realign your value proposition to meet the customer's perception. If it's too hard to answer internally, ask a few customers why they hired your company. The answer to that question will help reveal your strengths. Drew Gerber, Wasabi Publicity, Inc.Īsk yourself "why" your company exists. ![]() The work to be done is self-reflection to explore what the company's specific vision or mission is, and how that differs from other brands in the marketplace. It's often not the business itself that makes a company unique it's the people, their approach, the intangible elements. ![]() We ask multiple executives to answer the following questions: Who is your product for? What business problem does it solve? What category best describes your product? Who are your competitors and how is your product different or unique? By amalgamating the answers, we have our secret sauce. Our agency has been using a template for successfully getting at the secret sauce for many years. We have seen anything, from "co-creation" to "empathy" and "empowerment." These simple words go beyond the "what" and answer to the "why" and "how." They are a great asset for internal as well as external communications. Do I qualify?Īs I work with clients to define their brand strategy, I finish off my session by having the client define their entire organization in one word or a two-word phrase. Suzanne Rosnowski, Relevance Internationalįorbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. If the brand differentials are both authentic and fresh, it is easy to identify what qualities make a brand unique. The company must also do a competitive set analysis to find if they are indeed unique and challenge assumptions with research. Once leadership defines the brand pillars and values, it is imperative that the staff as a whole concur that it actually rings true in practice. ![]() Find out your truth statement - something that no one else in your industry can say - and you'll have a much easier way of discussing your brand and what value it brings to the market. Stepping back and looking at your business from a strategy level is a great idea to move from asking questions to answering them. This means examining the concentric circles around your business and seeking your own definition that allows you to compete in an ownable way. Defining your frame of reference or the category in which you compete with great specificity is often the secret sauce to brand differentiation. If you ask multiple people in one company, "what business are you in," you'll often get different answers. ![]()
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