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Tuesday, December 10, 2013

Great Brands Really Are...Different

Written by  Duane Bailey

I was reading a book by Steve Yastrow this week entitled, “We: The Ideal Customer Relationship,” when I stumbled upon this insight…'we are defined not by the things that make us similar, but by the things that make us different.'

The great corporate, philanthropic and personal brands that come to mind are the ones that truly are different. What their brands stand for, how they communicate this at every point of contact with the people who interact with them and how they treat their customers and employees is authentically unique. Brands like CustomInk, REI, Zappos, Miriam’s Kitchen, ONE and maybe even your own personal brand offer an uncommon, personal and memorable experience.

How are they different? Here are some examples:
• They are good citizens who are committed to doing things that make a difference in the lives of people who are part of their brands and communities.
• They treat their customers and employees in a way that makes them feel trusted, valued and special.
• They use a variety of channels to communicate their value proposition and engage people in a way that is personal and human.

Yours can be a great brand, too. Just dare to be different.

For more insights on the things that make brands great, please see:
• How Human Is Your Brand?
• It's Time to Innovate
• The Power of Social Media in Brand Storytelling

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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