Why Your Brand Needs to be Unique and Memorable
One of the main jobs your brand needs to perform is to clearly articulate how your company or service or product is different from every other firm clamoring for a customer’s attention. There are so many marketing messages bombarding people that it is hard to stand out. So, to get noticed and considered, you need to tell people not only the value you deliver, but how that is different from any other alternative solutions. Then, most likely they won’t hand you money the first time they meet you so you need your brand to be memorable as well so they remember you when it’s time to pull the trigger and buy.
But figuring out how you are different and then communicating that in a memorable way is hard. I get it! Not knowing what made me and my company distinct has given me paralysis analysis in the past. It’s really hard to look at yourself and not only see yourself from the customer’s point of view but also to see yourself objectively. So you spin your wheels second guessing your brand and how to communicate it in a unique and memorable way.
You’re not alone! From working with my clients and talking with fellow business owners, it’s a common challenge. If YOU can’t figure out what makes you or your company different then how are you going to tell your story and attract the right clients? I’ve seen companies so confused about what to say that they don’t market themselves at all. This is a huge problem because out of sight is out of mind, and out of mind is out of business.
But, what does it mean to be different?
Before I answer that let me tell you what different does NOT mean …
• Different does not mean better;
• Different does not mean being something you are not;
• Different does not mean being everything to everyone; and
• Most importantly, different does not mean perfect.
And when you think of it that way, it’s not so daunting. I’ll expand on each of these points in the tips and ideas below.
When it comes to branding and differentiating your business, being different doesn’t mean reinventing the wheel. You can use the same process as everyone else in your industry but the WAY you do it may be different and thus appeal to different people. Or the type of people you hire are different than your competitors. Or you can buy your product in more places. Or your marketing is funny when everyone else is serious. Or it is as simple as your sales reps wear carnations in their lapel every day.
In my first job out of college I worked in the marketing communications department for a large company and had to purchase 4-color printing. We had so many print reps calling on us and really their quality, process and services was all about the same. One company’s sales rep wore a white carnation in his lapel every day. When I asked him why he said so people would remember him. I liked that he was creative and passionate about being remembered so we bought a lot of printing from him and I still remember him to this day.
So, while your company doesn’t have to be as unique as The Most Interesting Man in the World, (who is a big personal hero of mine, by the way), you do have to stand out in a way that is relevant to your customer so they choose you to solve their problem. If everything is equal, customers will choose on price alone. So, help your clients choose why to work with you.
I want to help you Brand Strong™ in 2016 and grow your business. That is why on April 28th, I am conducting a workshop on How to Create a Unique and Memorable Brand that Attracts Clients. I’d love to help you so if you are in the Chicago area, click here to get the details.
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