What makes your brand special? (SPOILER: It’s probably not what you think.)

When asked what makes our brands special, the natural tendency is to immediately think of something unique we believe we have. Maybe it is a prized feature. Or maybe the way we deliver what we do. Or maybe it’s a bold focus on a very specific niche.

These are all valid elements of who you are as a brand. But no matter how unicorn-like you think they make you, they are not what makes you special. And in fact, focusing too much on telling everyone about these elements keeps many brands from discovering that thing that makes them irresistible.

Going beyond special

There is a lot to pay attention to with any brand. We can get so caught up in just managing the day-to-day that we can lose sight of where the real opportunity lies.

If we want to find what truly makes our brands special, then we need a sea change in how we define that. That begins by understanding this principle:

It’s not what makes you different. It’s the difference that you make.

That difference is defined by how your brand can impact a life. A community. And, sometimes, even the world. I call it your Big Audacious Meaning. It is also known by its more common moniker…