Your company or organization is the best! ...or so you say. We all like to think our business or organization is top-of-the-line, but there's a huge difference between claiming we're the best and actually being the best. So what makes you so special?
Establishing a unique brand identity requires something distinctive. Apple, for example, is known for innovative products with a minimal, clean design. Taco Bell prides itself on affordable, snack-worthy food when 2am rolls around (and what's not special about a snack chip used as a taco shell). In terms of a selling point, Diff Eyewear's buy one give one model (like TOMS shoes) donates reading glasses and eye exams to those in need for every pair of sunglasses sold. Paying a little extra for a stylish pair of sunglasses doesn't seem so bad when you feel good about your purchase.
Being "special" doesn't necessarily mean a brand is the best at everything, it simply needs to have one special thing that separates it from the competition. Your business will never be the cheapest, produce the highest quality products and have the fastest service. It's nearly impossible to do all three! In reality, it's possible to be "a one trick pony" as long as that trick is really good. Once your brand figures out what that is, you can concentrate on that super power. With time, that differentiator will gain recognition and attract a particular audience.
Where to Start
Do you know what your unique product, service, or selling point is within your niche? If not, you need start there and develop your brand strategy. Who are your customers? What do they value? Why would they choose your product or service over your competitors? What makes you unique or better?
Figuring out what differentiates you, and what your audience needs or values is crucial to building a successful brand. That's why Brand Discovery is the very first step in the branding process. It's during this phase that you really get to the heart of your brand to When you know your audience really well, you know what their pan points are‚ what annoys them, how you can improve an experience. What does your audience value? If they value customer service, does your business have better customer service than your big corporation competitors? When they call you, the person that answers the phone can help them. There's no computer routing your calls for 20 minutes before you finally get a human.