Column – Not a day goes by without hearing from entrepreneurs about the importance of being unique, credible and visible. Man man man, we’re talking and writing about it. Can we stop with these empty slogans? You can forget about uniqueness, credibility and visibility when you understand what building a strong and compelling brand is really all about. Being distinctive gives a brand the right to exist, but you are already unique by nature. Instead of talking about uniqueness, I prefer to talk about individuality and being distinctive .
Awaken your audience with real value
Strategic Positioning You look for distinctiveness in your strategic positioning in the first place . There the emphasis is on the value for the market, the proposition, the USPs. You already hear it, this phase has a functional character. A level that we often Albania WhatsApp Number List measure too long and broadly in our communication in terms of importance. Characteristic = tactical However , being distinctive is a more tactical matter . It asks the brand to show character.
Clarify with value
Suddenly it is no longer about a distinctive position, but rather about a feeling that you want to evoke. Let feeling play an extremely important role in the decisions we make. Succeeding in this requires brands to be very consistent in who they really are, and to show their individuality. Individuality is already in the character of the brand. So easy. This is endorsed by the Ehrenberg-Bass Institute . This institute concluded that strategic differentiation (as a result of a unique positioning) does not have as significant an effect as marketers often think.