Think about your industry.
Think about your competitors, starting with the ones you’d put in the same class as your own business.
Now, expand that thought to all your competitors; the scrappy startups, the longstanding corporations, the local shops, the chain stores, the high-growth new entrant to your market.
Now, expand that thought further – to everyone who’s competing for your target customers’ dollar.
Outside of your industry, think of all the entertainment options, the food, the investments, the nonprofits, each who claim that what they provide is worthy of that dollar.
Line yourself up with all of them in front of that customer, and pretend they each have a chance to plead their case as your customer walks down the row.
When they get to you, what do you say?
What makes you different?
And not just different – different and important, such that the customer pauses their gauntlet to hear more.
Be a Light
A Brand Strategy Series From PHOS Creative
We’re launching a brand strategy series called Be a Light. That’s what we do – we help organizations stand out and be a light in a saturated digital space.
Each part in the series is intended to be quick, easy to digest, and actionable.
At our agency, we like to remind ourselves that almost every business we work with has two goals: leads and revenue.
We may be working towards different metrics and key performance indicators for each client. It may be brand awareness, new service signups, email subscribers, etc. But in the end, each metric leads to the bottom line of leads and revenue.
Note: of course, some organizations such as public entities or some nonprofits fall outside this model. Goals might include public trust, votes, or volunteerism. But the ideas in the Be a Light series apply nonetheless.
In our competitor line-up scenario, being different and important makes somebody stop and listen. Beyond that, there are ultimately four elements of a brand that lead to the two bottom line elements of leads and revenue:
That’s the big idea of this series. Each of the subsequent parts will detail what it means for a brand to have each of these characteristics, and how to achieve them.
We’ll explore two models for focusing on what makes you unique – how to stand out in a sea of sameness.
Being important means being important to the audience. You can be different, but why does it matter?
Sign Up for the Be a Light Series
The series is all about how to stand out and be a light in a saturated digital space. We’ll be announcing more content in the series soon. To receive an email when the content is available, you can enter your email below.