[Every company has a unique brand of distinction. It lives deep down in the soul of every organization. It’s the true meaning of why you are unique. It is the collective sum of all the history, emotions, thoughts and stereotypes that exist about a company. But, sadly enough, most companies never take the time to discover what theirs truly is.
What is a brand of distinction? It is simply that core value, promise or position that makes your company different in the eyes of the customer. But for most companies, the stumbling point comes when they try to verbalize this story to their customers, prospects and even their own employees.
Some companies fail by using common or bland language and making vague promises that do not set them apart. They become lost in the crowd. For example, what do the following taglines say about these company brands?
– Our quality is second to none
– The difference is our people
– Your success is our success
– Customer service is our pleasure
– Great value for your dollar
The answer is nothing. In fact, these are very common branding taglines used by many companies today. In the end, these are simply promises every business should make to their customers, regardless of their brand. They certainly don’t describe a unique brand of distinction.
So what’s a marketer to do? Start by taking a close, hard look at your existing brand essence and be brutally honest with yourself. Is it unique among your main competitors? Is it a position that you truly own? Is it one that you can easily defend against your competitors?
A powerful brand essence is the foundation upon which all successful marketing is built. Discover a unique brand of distinction and watch your company grow.
Until next month…
