Why it’s crucial that your brand answer this one question.

In today’s environment, it’s no longer okay for your brand to simply be distinct. I’ll argue that it’s no longer enough that you go a step further and make your brand unique.

Things move quickly. We are exposed to an incredible number of brands in one ordinary day. As such, attention is at a premium. This is why, to have real success, people need to know why your brand is extraordinary.

GET A FREE CHAPTER OF THE BOOK — BIG AUDACIOUS MEANING

Can your brand answer the question?

Every brand must have an answer to the question of what makes your brand extraordinary. And don’t think you have an excuse because you’re a business-to-business brand. Or you’re in a boring category like manufacturing or financial services. I’ve heard all these:

“But we’re just a manufacturer of plumbing supplies.”

“But we’re just an insurance provider.”

“But we just package a commodity mineral for crops.”

In each of these cases, I have helped clarify why the brand was extraordinary. And then watched as everyone from prospects to distributors to employees embraced and championed…