Brands become brands because people know what they stand for and they deliver on their promises.
In my University days, Dominion Supermarket figured out that the best way to get into consumers’ minds and hearts was to dangle meat in front of them. This strategy was expressed in the tagline “Mainly because of the meat” and they shouted that everywhere. People across Canada responded by going to their stores in droves. Dominion understood clearly that they had to become famous for something to attract customers.
Too many brands don’t get it— the importance of single minded differentiation. My theory is that we are instinctively wired to want more rather than less. Picking one thing sends a signal to our brain that we’re not offering enough to our customers. It’s the same with selecting targets: the default is to go wide over going narrow.
In addition, most businesses spend more time designing their office space than figuring out what their brands should mean. I’m not only talking here about big brands with big budgets, but also your ‘Mom and Pop” Roti shop. Every business, regardless of size, can become a brand that is valued by fiercely loyal customers. Just take a drive-up Maracas and you can see one serving bake and shark.
You really need to find the “meat” that is important to your customers. Here’s an easy methodology that I find useful. Think of two circles that collide creating an area that’s common to both circles. (Venn diagram) In one circle, list the things customers want in order of importance. In the other circle, list the things your brand is good at. Generally, the thing you want to own is the thing that’s most important to customers that you’re also good at. That happens where the two circles collide.
There is nothing more important to your business than deciding on your positioning in the minds of your customers. You don’t always have to choose a physical attribute like “the meat”. Publix promises a customer experience “where shopping is a pleasure”.
Folks, the only way that you will become a brand is to differentiate yourself. Here are a few brands that you can look to for inspiration: MM, Tribe, Sandals, TTMF, Richard’s Bake and Shark, Sauce Doubles, Buzo, MovieTowne, Caesar’s Army and Moo.
As for Pepper, our point of difference is that we help brands own one thing.
