Is your brand memorable?
Some have tried to brand by offering lower prices, others with great customer satisfaction, or by building great relationships with their clients. I see companies touting great people, certifications, or their status as a reseller of some product. “We are gold partners”, or “Platinum and security certified!” But these things don’t work as unique branding contributors. Your business, and you yourself must offer something unique or represent something people see as unique and compelling. Uniqueness comes with specialization; a unique process, or intellectual capital that others don’t possess, or something about you that adds to your ability, character, or appeal. You have a product or an approach no one else has.
I was on the phone with a client the other day, and at the start of our call to discuss our first contract (recently signed), she said, I have heard you speak before! It had dawned on her just a day or two ago as she was lying in bed. She remembered me as “The guy with seven kids and one wife, who home schools and has his children involved in all kinds of entrepreneurial businesses.” In this case it was my personal story that caught her attention. She couldn’t remember my name, but my story was fresh on her mind and memorable. The fact that I have children is not impressive, the seven children is somewhat memorable, the businesses are highly memorable, especially when combined with my seven kids who are homeschooled. People remember this and it works. It adds to my credibility simply because, if I can help teenagers start profitable businesses, perhaps I can help anyone.
What makes your story unique and memorable? This is the key to your brand…and a business without a brand, is on it’s way out of business.
© 2011, David Stelzl