Ask yourself this one question: “What does your brand stand for?”
If you’re unsure, don’t expect your audience to spend the time figuring it out for you. Your brand must stand for something or it stands for nothing—or risks just being mediocre and who wants to stand for that?
BMW is known for high performance, Mercedes is known for luxury, and Volvo is known for safety. Not to say that any of these car brands don’t offer comparable performance, luxury or safety but each can only be known for one thing to make their brand truly meaningful to consumers.
Let’s face it, we’re a finicky bunch and we like things defined and categorized for us to make buying easy. That’s why it’s critical your brand stands for only ONE thing—one that you can hang your hat on over time.
Most businesses are afraid to stand for just one thing. The need to overwhelm their audience with a smorgesboard of things their good at like, “We offer great service, and great quality, and excellent support, and better prices, and blah, blah, blah.” Ask the next business person and they’ll say the same thing. And the next. And so on. To the buyer, you’re just like everybody else. There is nothing compelling about you that makes you stand out.
If you offer the best customer service in your industry and that is what you want to be known for, then develop a unique way of delivering it that makes customers rave about you. Otherwise, excellent customer service is a given, a basic expectation of today’s savvy buyer who has a plethora of choices. The same goes for quality.
Instead of trying to be everything to everyone, identify the one core competency that makes you different. Then, declare it in your value proposition and reinforce it in your communications time and time again. Make yourself truly hard for buyers to ignore.
Rajan is the founder and Editor-in-Chief of BIG Marketing for Small Business. He's an award-winning marketing strategist who is passionate about branding, digital marketing and social media. He spent nearly a decade as the marketing executive at global IT firm Peer 1 Hosting and was instrumental in their explosive growth.