Brand Distinction

Google is known for creativity.  BMW produces the ultimate driving machine.  Wal-Mart is known for low prices.  Campbell’s Soup is mmm-mmm good!  Every company has something that should be blatantly obvious to their consumers.  It’s called their brand distinction.

If you’re in business, you should have brand distinction.  You need something that makes you different from others who offer the same product or service.  Jesus, who I regard as the greatest CEO ever, understood brand distinction.  He told His disciples, “Your love for one another will prove to the world that you are my disciples” (John 13:35, NLT).  Essentially, Jesus described their brand distinction as their uncommon way (love) of treating each other.  To make it plain, He said, “The way you treat each other is our brand distinction.”

What is your brand distinction?  If you can’t answer that question quickly and clearly, then don’t worry.   This post will help you develop your brand distinction.

Here are two things to think about to establish your brand distinction:

(1) EXPERIENCE: Think back to the last time you bought a mobile device or tablet.  I’m sure the device came in a package that included the company’s logo.  The package likely had the device, manual, and charger inside, arranged in a particular manner.  When you turned the device on for the first time, I’m sure it it led you through the steps to set up and personalize it.

What I just described is the experience.  I guarantee that the company that made your device spent countless hours creating that experience.  I’m also certain that they want every customer to have the same experience, all the time.

What are the intricacies of your experience?  What happens when people came to your store, attend one of your events, or buy your product?  What do you want to happen consistently across customer experiences?  What impression do you want customers to have of your experience?  As you think about and answer these questions, you will be on your way to defining the unique elements of your experience.

(2) EMPLOYEES: The employees who drive for UPS wear brown uniforms.  When you enter a Moe’s Southwest Grill restaurant, at least one of the employees will say, “Welcome to Moe’s!”  If you say “thank you” to an employee at Chick-fil-A, he or she will reply, “My pleasure!”  These are consistent experiences you will have with the employees.

For Jesus, love was the consistent behavior among His “staff.”  His words in John 13:35 suggest that wherever you saw His disciples, love would be evident.  Jesus’ employees behavior was a brand distinction.

What about your employees?  What do they wear?  How do they work?  How do they look?  How do they interact with customers?  What are their catch phrases or scripts for different situations?  As you answer these questions, you will discover how your employees are unique from other businesses in your field.

Brand distinction is critical for reaching your target audience and for continued success in your industry.  If you haven’t established your brand distinction, then I believe this article will help you.  If you have determined your brand distinction, use this article to fine tune it.  Jesus and other companies have established brand distinction.  I believe you have the same potential, and I declare that your business will thrive as you develop your brand distinction!