A typical marketing message that is often seen across many industries is “We’re different” or “A NEW kind of _____.” Usually the message is rendered ineffective as there is no indication of HOW the company or brand is different. This really made me think and the truth is SAYING you’re different does nothing. Your customers and clients want to know HOW you are different. When you focus on the aspects of your company that make you different you no longer need to tell the world that you are different – you just are and it shows.
As marketers it is our job to find and focus on the attributes that make each brand different. Every successful company has a unique selling proposition, but it is not enough to simply say that you have one. Every piece of marketing and communication should answer the HOW question. We are different because…
image courtesy Halton Region Small Business Centre
