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.