It takes a focused effort to create a powerful Strategic Brand Identity that distinguishes you from the pack, and changes you from commodity to a standout performer in your customers’ minds.
Strategic Branding requires three key elements:
- A Unique Value Proposition (what makes you superior to your competition),
- A Positive Image that inspires, creates confidence and trust, and is memorable, and
- A Compelling Message that is more than generic… one that speaks to us personally
With the right branding, you, your products and your services stand out… even when you’re not the cheapest supplier available. In fact, you could easily be the most expensive! It doesn’t matter if you’re a one-woman show or CEO employing thousands. If you don’t have these three factors working for you in your customers’ minds, you’re fighting an image gridlock against EVERY Other Option your Ideal Clients may have.
Survival of the fittest means – Branding!
Let’s imagine you’re planning your next vacation. There are thousands of great spots around the world: grand resorts, quaint seaside villages, intense eco-experiences, with venues for every taste. There are simply not enough hours to spend time in every one…how do you choose? So many locations… what makes one stand out from another?
You may consider one discount hotel chain as no different from another. But you may be willing to pay a premium price to enjoy that special dream resort. Ultimately, the destinations you choose will be based on how successfully they have conveyed their uniqueness, their Brand. Usually this means these locations and venues have the most effective Ministers of Tourism, Chambers of Commerce or Visitors Bureaus, with the message most targeted to your “Whys”. Likewise, every personal and business purchasing decision is made much the same way… in favor of the company which has communicated their brand message most effectively!
Branding isn’t about clever words or jingles or massive national budgets. It’s not about flashy multi-million dollar Superbowl ads that everyone thinks are sooo cool (you remember, right? What was that company again?) It’s not an isolated element like an artsy logo or witty jingle.
Your Brand is YOU. Your Brand and your message are one and the same.
