· KNOW YOUR COMPETITIVE ADVANTAGE
The first step to building a brand is to look within yourself: decode, discover or unearth your area of strength otherwise known as your competitive advantage. It basically means the thing(s) that you can do so very well. Or put differently it is discover what distinguishes you from other people doing the same thing with you.
For example in business, your competitive advantage could be that you’re after sales service is awesome. That difference can be your upper hand in the game, and also be the reason you give to customers for patronage. Or in an organization your competitive advantage could be your negotiation ability.
Your competitive advantage is your point of distinction and difference. A lot of times it is our difference from others that the world rewards.
I have a simple equation for that, CLEAR COMPETITIVE ADVANTAGE + VALUE TO CUSTOMERS = SUCCESSFUL BRANDING.
HOW TO DECODE YOUR COMPETITIVE ADVANTAGE
1. What words do people use to describe you or your business after an encounter? Do people say things like: great service, quick delivery, warm reception, great communication, clean environment and etc. when you hear a particular word or family of words consistently that is an indication of your competitive advantage.
2. What upsets you about your company or industry in others words what’s your burden. One man set up a successful chain of hotels in America with a huge bias for customer service because he was upset with the quality of service he was getting.
3. Your training, skill, and passion can also help you decode your competitive advantage.
4. Your competitive advantage is the difference you intend to make in your organization and industry based on your uniqueness.
· FUNDAMENTAL DEFINITION
This is the central business why you’re working beyond making a profit. It is the core or spiritual dimension of your brand. It speaks of your vision, values, mission, and goals.
It is the fuel that drives your brand to perform in exceptional ways. Your fundamental definition is what you base all your decisions and actions on. Actions that will enhance any vision you embark upon, but will disrupt any action that is inimical to your vision. For example the fundamental definition of Microsoft is to put a computer on every desk in the world. This overriding passion has enabled them to come up with great products and services.
A vision is a mental picture of a preferred future. Vision speaks of a tomorrow that is better and beyond your current reality. All successful brands start with a vision about how they want their future outcome to be.
Living next to vision is values. Values basically means the attitudinal patterns that the brand will need to exhibit consistently if they are going to actualize their vision. The following are values that you can select from and imbibe into building brand you; uplift, unique, sports, constantly improving, detail oriented, congruent, discerning, net worker, exhilaration, love, ingenuity, family, direct, fun, transformational, passionate, professionalism, quick service, result-oriented, dependability, stylish, knowledgeable, current, excellent, capable, health conscious, informing, humorous, honest, holy, peaceful, visionary, energized, glamorous, integrity, inspiring, educating, elegant, entertaining, expert, and more.
The following are the core values of a company I know of.
Openness
We are always genuine and prepared for challenges
Care
We take time to understand and have an empathic approach
Integrity
Our relationships are based on trust
Enthusiasm
We are passionate about our business and always imbue a sense of fun
Quality
We aspire to be the best. We achieve high standards and create new ones
Learning
We share knowledge freely and actively encourage feedback
Performance
We are self-motivated and achievement focused
Imagine everyone living and breathing these values in an organization? That, my friend, will be a winning organization.
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