Comments on: Why “Differentiate” is a Dirty Word http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/ Small Business Branding and Marketing Advice and Commentary Sat, 13 Mar 2010 17:22:20 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Latarsha http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-93718 Latarsha Mon, 10 Sep 2007 23:16:02 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-93718 Differientiation is a big word that really means "why should your customers give a hoot?" So often in businesses, you have to take a step back and consider what it is that you do that will make customers want to patronize your business. Let's face it. In a hypercompetitive environment, it really is about being able to connect with your customer at such a level that they go absolutely crazy about what it is that you do. You want them to go so crazy about you that they will come back again...and again...and again... Differientiation is a big word that really means “why should your customers give a hoot?”

So often in businesses, you have to take a step back and consider what it is that you do that will make customers want to patronize your business.

Let’s face it. In a hypercompetitive environment, it really is about being able to connect with your customer at such a level that they go absolutely crazy about what it is that you do.

You want them to go so crazy about you that they will come back again…and again…and again…

]]> By: Bill Haig, PhD http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-58676 Bill Haig, PhD Tue, 05 Jun 2007 14:47:49 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-58676 Uniqueness yes. But go a step further. A company must communicate its particular core business and do consistently in substance and visual cues so that its audience believes in the company. This is uniqueness which is credibility based: "expertise" (core business) + "trustworthy" (beliveability) = credibility. An easy way to communicate unqueness is to adopt a credibility based logo design. The symbol content is always the company's core business. Like the "key" symbol in the keymakers shop sign. The design of the "key" would capture the personality of the keymaker. If he has been around a while, the design might be "dated" looking. In contrast, the overall design motif for an electronics company logo will be contemporary communicating "trust" that the company is cutting-edge. All companies are different. Each has its own unique credibility trait attributes of "expertise" and "trustworthy" which a company must to communicate with consistency in its logo, then extend to its entire branding system. The company then achieves unique "Brand Credibility" over time. For more about credibility based logo design and branding please access www.powerlogos.com. Uniqueness yes. But go a step further. A company must communicate its particular core business and do consistently in substance and visual cues so that its audience believes in the company. This is uniqueness which is credibility based: “expertise” (core business) + “trustworthy” (beliveability) = credibility. An easy way to communicate unqueness is to adopt a credibility based logo design. The symbol content is always the company’s core business. Like the “key” symbol in the keymakers shop sign. The design of the “key” would capture the personality of the keymaker. If he has been around a while, the design might be “dated” looking. In contrast, the overall design motif for an electronics company logo will be contemporary communicating “trust” that the company is cutting-edge. All companies are different. Each has its own unique credibility trait attributes of “expertise” and “trustworthy” which a company must to communicate with consistency in its logo, then extend to its entire branding system. The company then achieves unique “Brand Credibility” over time. For more about credibility based logo design and branding please access http://www.powerlogos.com.

]]> By: Danielle http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-58588 Danielle Tue, 05 Jun 2007 11:54:32 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-58588 Hi Jay, Thanks for your thoughts. Yeah, you're absoultely right, although I'm not sure if it's gut instinct or misguided perception that being all things to all people will keep the cash flowing. Actually, I think the whole USP concept is terrific, because once you nail it, it stands to reason that it will simplify your business - and that's gotta be a good thing! Hi Jay,

Thanks for your thoughts. Yeah, you’re absoultely right, although I’m not sure if it’s gut instinct or misguided perception that being all things to all people will keep the cash flowing.

Actually, I think the whole USP concept is terrific, because once you nail it, it stands to reason that it will simplify your business – and that’s gotta be a good thing!

]]> By: Danielle http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-58586 Danielle Tue, 05 Jun 2007 11:45:12 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-58586 Hey Luc, That's awesome that you can see the power and the beauty in being a misfit. It pays off in the end doesn't it! :) Having the courage to walk your own path isn't always easy (bit of an understatement), but it sure is fulfilling. Stay unique, Dani Hey Luc,

That’s awesome that you can see the power and the beauty in being a misfit. It pays off in the end doesn’t it! :)

Having the courage to walk your own path isn’t always easy (bit of an understatement), but it sure is fulfilling.

Stay unique,
Dani

]]> By: Danielle http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-58585 Danielle Tue, 05 Jun 2007 11:41:16 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-58585 Hi Kevin, Thanks, I'm glad you found it interesting. The point I was making was that before a brand owner goes through the process of rooting out valuable points of difference for their products or services or brands, they may first need to become comfortable with the concept of differentiation. The way I see it, small business owners can go through the mechanics of this process, but if in their mindset they are not comfortable with standing out or standing "for" something, they are not going to be able to keep their brand promises every day. Because let's face it, finding your USP isn't a one-off activity. That's just the beginning - you then have to deliver consistently on your promise. Furthermore, when the going gets tough it could be very tempting to slip back into "comfortable" territory. Very often we know what's good for us, we know what we're supposed to do. So when we KNOW and still don't do it, it can usually be traced back to our current mindset. Anyway, I could waffle about this all day.... :) Hi Kevin,

Thanks, I’m glad you found it interesting. The point I was making was that before a brand owner goes through the process of rooting out valuable points of difference for their products or services or brands, they may first need to become comfortable with the concept of differentiation.

The way I see it, small business owners can go through the mechanics of this process, but if in their mindset they are not comfortable with standing out or standing “for” something, they are not going to be able to keep their brand promises every day. Because let’s face it, finding your USP isn’t a one-off activity. That’s just the beginning – you then have to deliver consistently on your promise.

Furthermore, when the going gets tough it could be very tempting to slip back into “comfortable” territory.

Very often we know what’s good for us, we know what we’re supposed to do. So when we KNOW and still don’t do it, it can usually be traced back to our current mindset.

Anyway, I could waffle about this all day…. :)

]]> By: Jay Ehret http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-58480 Jay Ehret Tue, 05 Jun 2007 03:37:08 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-58480 An interesting perspective on why differentiation is so difficult. Another reason is the gut insinct of small business owners to be all things to all people so that they can get all the business they can. An interesting perspective on why differentiation is so difficult. Another reason is the gut insinct of small business owners to be all things to all people so that they can get all the business they can.

]]> By: Luc Arnold http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-58426 Luc Arnold Mon, 04 Jun 2007 23:49:22 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-58426 Hi Dani, It's pretty funny because i've long been one of the "misfits" and i have found that being different is really quite empowering in a lot of ways because it lets you define who you are and in the case of business it allows you to define your business and keep it unique and powerful! Excellent posting Dani as always! Luc Hi Dani,

It’s pretty funny because i’ve long been one of the “misfits” and i have found that being different is really quite empowering in a lot of ways because it lets you define who you are and in the case of business it allows you to define your business and keep it unique and powerful!

Excellent posting Dani as always!

Luc

]]> By: Kevin Harrington http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/comment-page-1/#comment-58403 Kevin Harrington Mon, 04 Jun 2007 22:28:56 +0000 http://www.smallbusinessbranding.com/734/why-differentiate-is-a-dirty-word/#comment-58403 An interesting article. Thank you. Isn't the point that companies need to root out valuable points of difference for their products or services or brands? If they don't what is the focus for advertising and communications? The only tool could end up being price and we all know the dangers of discounting. An interesting article. Thank you.

Isn’t the point that companies need to root out valuable points of difference for their products or services or brands?

If they don’t what is the focus for advertising and communications? The only tool could end up being price and we all know the dangers of discounting.

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