Friday, April 24, 2015

What Makes Your Brand Distinctive?

Can people readily identify your brand when they use its products or experience its services? Can they tell it is your brand just by looking at its products? Where is your brand's logo? Does your brand have a distinctive look or style? Does it emit a distinctive sound? Does it have a distinctive scent? Do its products have distinctive sizes or shapes? Do they have unique colors? Is your brand always packaged in a distinctive way? Does it have a differentiated feature? Does it do something that no other brand does? Is there something distinctive about its texture? Is there something unique about the way it works? Is it configured differently than other brands? Does it perform a unique function? Do your brand's products or services perform with a distinguishing cadence? Does it have a characteristic tone or personality? Does it have an unmistakable attitude or point of view? What elements consistently set your brand's products and services apart? Are its elements bundled in a unique way? If someone removed your brand's logo from the product and put another brand's logo on it instead, would they still know that it came from your brand?

I hope that this line of questions makes it obvious that slapping a name or logo on a product or service isn't enough to create a distinctive brand identity. What elements set your brand apart? What contributes to its distinctive identity?

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