You’ve got a business. You’re building a sales funnel. You’re putting together your product or service.
And somewhere in there you need to build a brand.
If you’re starting to build your business’ brand, avoid this catastrophic error: They create a brand… but they don’t create one that is unique. They create a catchy-sounding business name, design a nice looking logo, write a smart-sounding slogan, assemble an attractive collection of colors, and maybe develop a helpful description of their brand’s “personality”…
… but they fail to explain EXACTLY how they are unlike anyone else on the market.
Their accountancy firm then seems just like every other accountancy firm out there.
Their real estate agency then seems just like every other real estate agency out there.
Their hair dressing salon then seems just like every other hair dressing salon out there.
Their car dealership then seems like every other car dealership out there.
Their grocery store then seems like every other grocery store out there.
That’s only the first part of the problem. It gets worse:
- Customers can’t tell you apart from other businesses so they just go to whichever one is closer or cheaper.
- You end up competing with your competitors on price because that’s the only way to attract new customers in the door.
- You ultimately end up becoming a low-cost competitor because even giving good service to your existing customers won’t sustain your business (plus your customers will come to expect your low cost offers).
A generic brand means that it’s harder to find new customers, it’s harder to generate profit, and it’s harder to retain existing customers.
But the solution is SO SIMPLE…
Create a brand that clearly and succinctly explains why you are unique… why you are the ONLY one in the marketplace to offer what you offer.
And here’s more good news: There are many ways you can be unique:
- Your product or service can be unique
- How you deliver your product or service can be unique
- What your customer needs to do to purchase from you can be unique
- Your guarantee can be unique
- Your pricing structure can be unique
- Your sales funnel can be unique
- Your personality can be unique
- Your marketing methodologies can be unique
… I could go on and on but I think you get the idea.
So if you are about to create a brand for your new business (or if you are sick of fighting for customers with your existing business) figure out what your competitors are doing and what you can do differently and then create a unique brand that expresses it.