It’s 2012; how is your brand or company unique?
When I’m working with clients to help either define or refine their brand definition, “How is your brand unique?” is one of my favourite questions. It’s a challenging and critical question to work through. Having an answer to this and other brand-related questions lays the foundation for the brand story and sets up an organization for much marketing success across all marketing touch-points.
There are many places that a brand can look to try to answer this key question. That being said, the “unique” rat holes one can venture down are numerous and vast. Let’s explore some of those possible places, the associated rat holes and some tips.
Rat Hole No. 1: Who do I compare my brand to? Is it direct competitors? Indirect competitors? What if my category has yet to be established? For instance, take a new concept: raw and organic pet food. Does it look at organic pet food competitors? More mainstream pet food brands? Or perhaps owners who prepare homemade pet food for their furry friends?
Tip: Review your business plan and focus on where you have projected your growth and your source of business. Use that as a basis for defining your uniqueness.
Rat Hole No. 2: Consider the how. Many companies focus on trying to find a product/service-based feature or unique selling proposition.
This rarely exists, and if it does, it’s often obscure (see Rat Hole No. 3). More so, if it is any good, a feature-based unique aspect can be copied by your competition. Instead, take some time to venture into how you provide your product/service. This can be an untapped “unique” goldmine.
Tip: Consult with customers that have a good relationship with your brand and organization asking them what you are unique at.
Rat Hole No. 3: Steer clear of the obscure. Ensure that what makes your brand unique is customer-centric. Ideally, what you cite as unique should be relevant and important to your defined target group. Another area to avoid is dressing basic or green fees material in unique clothing. Example: “our people”; while I’m sure your people are fantastic and maybe this rings true, you need to dig a little deeper to unearth what about your people is unique. Is it the culture? If so what about? Is it the customer service process? If so what about?
Tip: Be sure to frame it up from a customer point of view.
Rat Hole No. 4: Aspects of history can be good. Being around since 1929 doesn’t count for much today. That being said, history can be a fantastic source for unique aspects. Some potential areas to look into: track record of client success, reputation and being in a nascent space for a relatively long time.
Tip: Make sure it’s relevant for today.
Rat Hole No. 5: Don’t go solo. Just as important as the answer is the process of involving and aligning various stakeholders within the organization. This is true not only on the “unique” question but other brand-based questions and marketing direction. How much involvement is needed? This depends on the corporate culture, size and the number of stakeholders. I find that people outside marketing have great input, appreciate being heard and enjoy participating. As a result they’re more receptive to the marketing output and marketing in general. Given that so much of brand experience happens beyond the marketing department, it’s critical that the other areas of the organization are onside and flying the brand flag high and proud.
Tip: Have a plan on how to involve those beyond marketing and manage their input. There are lots of rat holes and even a few rats in marketing. Being able as an organization to articulate what makes your brand unique, in combination with answers to some other key brand questions, goes a long way to providing focus and fuelling the successful marketing of your brand and business.
Leave the rat holes for your competition. •
