Tuesday, November 11, 2008

Differentiation

Products are products, but what makes someone buy one product, when there are plenty more like it?
Imagine, if you will, a field of grass, with a single tree in the middle of it. What do you think your eye will be drawn to? The tree of course, but why? Because it’s different.
As Marty Neumeier, writer wrote in his book The Brand Gap, “Our brains are hardwired to notice what’s different.
What does this have to do with you? Well, you definitely want your products to sell, and to best achieve this, you’ll need your products to stand out in the crowd.
One of the best ways to do this is to develop your professional brand image. A brand is essentially how the world sees you and/or your creations. Public perception of your brand though, starts with you.
Neumeier puts the following questions before us to help us define what our brands are all about: 1. Who are you?
2. What do you do?
3. Why does it matter?
The first two questions are generally easy. A writer may respond to the first question, “I am a writer”, and “I write stories about college life,” to the second. But the third question is the stymie.
Why does your brand matter? What makes you so special? These are not questions to bring you down, but to make you think and to figure out what exactly makes you special and unique. It may take a day, a week, or more to answer the last question. But, once you do you will find yourself in a position to mold your brand into an effective one.
Once customers see your products and creations in this new branded light, they’ll find your products irresistible.

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