Rule no.2: BE DIFFERENT
There is little worse a company can do for its brand than to have a product or service that is different, with a pitch that sounds the same as everyone else’s
– – – David Brier
One character of a brand is its distinctiveness. People won’t simply get your brand’s distinction if you are just like the rest. Always stand out, do the different things, and let the market spot you with ease. There are too many commonness in the market and you just don’t need to add to the noise crowding the market place.
It pays a lot to be different in the market. It is so gratifying being a master in a particular niche market. Identify your uniqueness; flaunt it. Make sure you don’t sound like the rest or make promises just they way they do.
We all know the difference between the Apple brand and a Nokia brand. So what’s your difference?
If you are not different, you are not yet a BRAND