Are You Promoting Your Company (Brand) or Promoting Your Industry?

If you think differentiating your company begins and ends with an impressive logo...think again.

What’s your company’s unique value proposition? What makes your company stand out from competitors who provide similar products or services? Do you know what it is, or are you imitating the same messaging used by everyone else in your industry? Is your logo really the only element that sets you apart? Most small- to mid- market companies haven’t been very successful in differentiating themselves from their industry peers in the marketplace. In essence - they’ve failed the logo test.

The Logo Test: Take a look at your brochure, website or other form of communications. Now cover up your logo mark. If the remaining messaging could belong to any competitor, you've just failed the logo test.

To get an understanding of what it really takes to stand out from the crowd, look at how these companies are promoting their brands, not their industries.

Notice what these companies have in common. They have a unique eye-catching brand mark - not a stock, cookie-cutter, “looks like everyone else’s” logo. They have a branding line that defines their identity in a short, memorable, customer-focused call to action. They have distinct visual elements uniformly delivered in all communications, letting recipients make immediate brand identification. And the messaging reflects purpose, confidence, and keen understanding of customer wants and needs.

So what is your brand differentiator? If you think you’re separating yourself from the competition in your industry based on Quality, Service, Value and Price, think again. Show me just one of your competitors who isn’t saying:

• “Buy our product - it’s the best quality around.”
• “You can’t beat our service.”
• “Value? Working with us makes your job a whole lot easier.”
• “Of course, our prices are competitive.”

You certainly won’t move up from the minor leagues if you’re pitching the same Quality, Service, Value and Price messages as everyone else. Building a strong brand involves a lot more than forging good relationships. And while your brand needs to define what you do, what you make and/or whom you serve, your brand also needs to establish a unique emotional connection with prospects and customers that says, “We understand your unique business needs and goals; in fact, we’ve built our business around serving businesses just like yours.”

How do you move up to the next level? You define and then demonstrate - conceptually, textually and graphically - why your brand is the best choice in your league. Otherwise, you’re simply promoting your industry - another wolf running in the pack with everyone else. What do buyers do when they perceive little difference from one competitor to the next? They immediately look to price as the one and ONLY differentiating criteria. Time to stop running with the pack. Be the lone wolf in your industry. Establish a differentiated brand position, and be the lone wolf who stands apart, and commands great respect.