What Makes You So Special?

When speaking to businesses about their brands, the most intriguing part of the conversation revolves around differentiation. What sets them apart from their competition. How would you answer that question? Many launch into their elevator speeches. A select few say ‘ they personally ‘ are what is so special. Most just give you a blank stare.

It really is a hard question.

There is no simple solution to discovering or developing what makes you different. It’s not easy discussing it in this environment for that matter. It can only be developed in a creative and highly charged setting. When I’m in the trenches with the client and we are hammering away at how they do business. We analyze their process of selling. Describe your service culture. What is the worst thing about your business? You’ve got to dig deep, ruthlessly pry and constantly challenge what you ‘ think ‘ makes you different. Then once you finally think you’ve captured it – toss it aside – for a moment and see if there is anything else that trumps it. Can the competition easily copy it. Will it take guts to say it?Of course, it isn’t really so structured and straight forward. It’s classic brain storming where ideas bounce off each other creating sparks and inspiring brilliance. Key to discovering your uniqueness is to discover it with the assistance of a branding buddy or sister. Choose someone who is ruthless with the best intentions. It’s a simple exercise, the complication lies in how honest you can be with yourself so that the strategy you develop is your strongest card.

If you’re fortunate enough to hit an intriguing point of differentiation, chances are it will be the one compelling reason your clients will love you and you’ll have a fantastic story to tell the next time you’re asked what makes you so different.

Ed Roach

Judy,

Yes, confidence is key. It is enlightening when we discover a differentiation strategy and the room is confident in it's message. The atmosphere is alive with positive vibes.

share flag

spam
offensive
disagree
off topic

Judy Asman

Ed, I couldn't agree more.

How many times have I found that the "simple" self-identification process has blown my clients minds open and led to deeper reflection on their parts in overall business direction. "Soul searching" is such a valuable tool. At the same time. it's great to see clients get inspired during this process because it translates into how they communicate with their audiences.

Latarsha and Fred, so true. Confidence is key. And I realize I have to set the example for my clients by considering my original mission while adjusting my approach to suit the quickly changing trends.

Fred333

As we all know finding that niche is hard, but it is even harder to change within that niche. Thats why know what your company stands for and a solid business statement is so hard these days.

Judy,Latarsha, Chris and Dan-

I imagine that we, like all of our clients, put out a great deal of effort nurturing our brands. My brand is a constant work in motion. Everything I do in business, reinforces my brand. When I discuss brand with potential clients it's that soul-searching Judy refers to that gets them nodding their heads in thought. It is their realization point that addressing brand can indeed make them more money. It is a bigger issue than originally assumed. We are all looking for that "Ah-ha" moment.

Latarsha

It takes a lot of guts to stand up and tout what it is that makes you special.

But when you do, you have to make sure it's memorable and sticky and makes other people remember enough about you to help spread your brand story to others.

When you get to that point...you'll feel like saying, "Ah-ha, NOW I see what the big fuss about branding is all about."

Happy Branding!

Great discussion here. Chris, I agree. As companies grow, their brands need to consider not just new audiences but the existing clientele as well.

Ed, thanks for your insight. Certainly clients need to understand a certain amount of soul searching comes along with brand strategy territory.

Judy Asman
www.judyasman.com

Thanks for the clarifications Chris. I agree with your take. Nice work.

Chris

Sorry I should have elaborated.

If a brand loses it's values and stands for nothing in the consumers mind, the brand will therefore have no meaning. I remember reading something about the two types of branding; passion brands and pseudo brands. A passion brand has value, personality and imagery, where as a pseudo brand stands for nothing and has no connection or value with the consumer.

Chris
www.threerooms.com

This can apply to new brands; if no meaning and connection is established then a relationship will not form, which could result in an early demise. If an existing/established brand moves away from it's core value or confuses the consumer, the relationship could be broken between brand and consumer.

Your challenge is to keep your brand fresh, young and fun. It is easy to accomplish if your company itself is young, but as you grow with experience and new design rivals join the frey, HOW you maintain that distinction will attest to the strength of your brand.

I'm curious Chris. How can a brand not have a meaning? If you don't define your brand, your competition will. Is this that lack of value you refer to?

Thanks for your comment.

I would have to say Threerooms is a creative design and branding company that embraces each project with the same originality and enthusiasm as if it was our first.

The brand is fresh, imaginative, young and most of all fun. We endeavour to project these elements of the brand through our literature, website, the work we produce and employees.

A brand that has no meaning has no value.