Be different
The Promise represents the customer's
desire and always put
their needs first. It defines
what you stand for.
The Differentiated Way make the Promise
believable and reinforce
the customers' trust
in
the brand.
The Signs
make the Promise
and the Differentiated Way
visible and memorable.
Size isn't everything.
A dominant physical position doesn't always guarantee
competitive advantage (if it did, Virgin would never have
competed with BA.) The tangible cannot explain why the
underdog can position itself to succeed or the identical
product can win at a higher price. Businesses tend to talk
about the tangible - price, performance, functionality and so
on. But more and more, these are easily copied or bettered.
Using our 3-step process we can help you own your
customers' emotional desires, anxieties and needs for a
stronger brand positioning.
Make a Promise you can be judged by
The Promise distances your customer's anxieties and invites
their desires. Volvo has branded the Promise of safety.
Caterpillar has branded the Promise of toughness. BMW has
branded the Promise of ultimate status. Orange has branded
the Promise of optimism. The competition are denied access
to these Promises because these brands were first to market
and first to mind. If you can take the mindshare, you will take
the business.
Provide answers to the Differentiated Way
The Differentiated Way reinforce your uniqueness. When they
permeate everything you do, it allows your customers to
believe that The Promise will be delivered. When your
products and services are more or less the same as your
competitors', thinking about the Differentiated Way lets you tell a
story that sets you apart. (If you already have a story that sets
you apart, make sure it's captured and articulated.) In
consumer marketing the spoils go to the company that tells a
customer-centric story that increases customer desires and
plants doubts in their minds about the competitors.
Be memorable through the use of Signs
Effective Signs are vital to stand out from the crowd. But in
B2B the default position tends to be to align our Signs and
messages with those of our sector. Perhaps this gives the
comfort of being part of a group, but it's the wrong group and
a false comfort. Because by following the herd we're no longer
unique in the eyes of the customer. Establish a simple set of
Signs that set you apart and are meaningful to your
customers. Think about the Signs of your favourite brand:
What do they look like? What do they believe? What do they
wear? How do they answer the phone? The more consistent
the Signs, the more powerful the association.
