Our first instinct is to tell everyone who and what we are. The assumption is that people will see the uniqueness and value in that. But in today’s world, there are really only two ways to truly separate yourself:
- Have a true point of differentiation — this is something that is arrestingly unique. And defendable. Unfortunately, it is also very rare for a brand to have something this pure. And even when it does, the speed of innovation allows competitors to quickly spin up alternatives.
- Have a boatload of money — some companies can fund an all-out assault, pummeling us with messaging until they create brand preference by sheer brand ubiquity. Needless to say, very few of us have that boatload moored nearby.
This is why smart brand strategy is so important today. A well-conceived and positioned brand can help you earn a place in the heads of those you hope to serve. And if you do it exceptionally well, you can move into their hearts.
Am not.
Becoming that special brand sometimes requires changing the way you portray yourself. That can be difficult because you may have worked very hard to define who you are. But if you want radical results, it’s going to take something a bit, well, radical.
