What Makes Your Brand Special?
This lesson is straight from The Practical Brand e-Course, if you like it find out more here
There is what feels like an endless supply of coffee shops these days. All I get is a black coffee, so you would think that any coffee shop could do the trick for me - nope. I will drive across town just to go into my favorite coffee shop, lets call it Joe’s.
Joe’s sets itself apart from all the other coffee shops and speaks directly to me. Joe’s has fresh pastries, local art, California boho interiors, amazing Acai bowls and baristas that always remember my name. Joe’s offer me such a unique experience that I will spend extra time driving across town for my black coffee and croissant.
Even in a saturated market, you can always set yourself apart and speak directly to your dream customer...like Joe’s does to me. What unique offer, product or experience do you offer your customers? By clarifying what makes you unique, it will not only be easier for people to buy from you, but easier for you to sell yourself, too.
This can be a core value that you add, service you offer, or product that you sell. It is what they will come to you for over anyone else. When contemplating your unique offer consider some of the following reasons that go into making your offer unique:
- Special training or education that makes you an expert
- Certain design or artistic style that sets you apart
- A unique solution or strategy to solve their problem
- The amount of time or years that you have worked in your industry
How You Help Them
This is how you help your dream customer solve their problem. What actions do you take to help them? The product, process or service you sell is how you will help your dream customer. Put these together and they create your position statement.