In my post, "Brand Choice: Consumers Choose Wisely, Tell Them Why to Choose You", I presented quite a shift away from the typical Branding archetype for many organizations. After all, I flipped the typical Brand building process on its head.
If I was successful in getting you thinking, you've spent some serious time considering how you can build your Brand from the inside out. Starting with “why” (the reason you wake up in the morning and do the work you do) instead of starting with “what” (your product or service).
I have a confession, however: I didn’t tell you everything.
While it is fundamental to start with why, it's only that — a start. To get any mileage from this new perspective, you must take action to identify what it is that sets you apart — your Claim of Distinction — which is where we pick up today.
What is a Claim of Distinction?
I'm glad you asked. My favorite response is, “the combination of tangible and intangible characteristics that make a Brand unique.” It's what consumers think and feel when they interact with your Brand. That’s you, your Brand differentiation – not just your logo.
Consider John Deere; its iconic logo and catchy slogan, “Nothing runs like a Deere,” wouldn't mean much without the underlying “why” principle that sets the company apart: performance. But the principle would be nothing without proof — and John Deere has built an exceptional reputation around that principle. Performance is the evidence of distinction.
A Claim of Distinction, backed by a promise of performance, anchors your strategic marketing initiatives to the bigger picture — the essence of who you are, and what differentiates you from the competition. How do you go about discovering and defining this monumental information? By Turning the Telescope™ on your organization. Here's a peek under the hood of our tried-and-true process:
Knowledge is Power
We rely on these techniques because we've harnessed its power time and time again. One of our clients, Pekin Insurance, kicked off its Brand development program with a variation of this process. It was this comprehensive discovery process that uncovered an overwhelming theme: that Pekin Insurance consistently goes above and beyond the expected for its agents and policyholders.
The Beyond the expected® theme laid the groundwork for the company’s refreshed Brand, which was overwhelmingly embraced throughout Pekin Insurance.
As Scott Martin, CEO of Pekin Insurance, put it: “The response to the reBranding has been 99.9% positive, and the buzz with employees made it worth it all. We have hit it out of the park!”
Attracting Loyal Brand Followers
In the end, the benefits of identifying your Claim of Distinction extend beyond a one-time marketing initiative. It achieves something larger, something that continues to pay dividends long after your initial Brand Development.
It's through this process that a strong, clear and positive message about your Brand reaches consumers—and that distinction has been found to create Brand loyalty. First-time customers and patients become repeat patrons. We don't need to explain the effect that will have on your bottom line.
Backing Up Your Claims
After identifying your Claim of Distinction, it's time to prove it. The identification process is only useful if you proceed to back it up with Evidence of Performance. That means living your promise every day — and clearly communicating that to your customers and patients.
Analyzing yourself can be tricky, let’s touch base and I will put the Hult Team's experience to work for you. We can connect at 309-673-8191 or firstname.lastname@example.org together we can create a better focus on your Brand.