Have You Discovered Your Real Brand of Distinction?
By John Gumas
Every company has a unique brand of distinction. It lives deep down in the soul of your organization. Largely put, it is the collective sum of all the history, emotions, thoughts and stereotypes that exist about your company. For marketing purposes, it is simply that core value, promise or position that makes your company different in the eyes of the customer. It is the true meaning of why you are unique.
But, sadly enough, most companies never take the time to discover what is truly theirs. While most executives may have an understanding of why their company is unique, 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 be making to its customers, regardless of its brand. These generic phrases certainly don't describe a brand of distinction because there is nothing unique about them.
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. What about your company is truly 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.
March 2008 Builder Architect Edition Issue