What makes your brand unique?

Call it what you will – a brand proposition, unique selling point, brand personality, brand image; it’s the thing that makes your brand truly unique. The operative word here is “unique” and too often a brand’s proposition, USP, whatever, is really not unique.

Case in point: in our first meeting with a new client we pose the question “What makes you stand out from your competitors?” The client 9 times out of 10 returns an answer of “Our customer service.” Hmm, we think. We’ve heard that before. Their competitor is probably saying the same thing. So we delve a little deeper and ask “If I were to meet your brand at a party, shake hands with it and chit chat a little, how would you want me to remember you?” A stare. A head tilt. Crickets.

One of advertising’s pioneers David Ogilvy wrote about brand image in his book Ogilvy on Advertising.

He used the example of Jack Daniel’s whiskey as a brand with a clear brand personality. If you met Jack Daniel’s at a party, you would most likely walk away thinking “There’s a real quality guy. Down-to-earth with old fashioned values, yet classy.” Now, ask yourself how you would describe Old Crow whiskey.

Marlboro didn’t promise good service in its 25 plus year campaign featuring the Marlboro Man. Cowboys don’t care about good service and what guy doesn’t want to be a cowboy? Well, maybe not now, but back then the cowboy image made Marlboro the number one selling cigarette.

Defining your brand’s image is not easy. Just like people, brands can have complex personalities. But, before you spend valuable marketing dollars marketing your brand, take some time to define what it really is. The clearer your image of your brand the better impression you will leave on all those partygoers who will mix and mingle with it now and into the future.