Differentiate: 3 Questions to Ask

Our brains are hardwired to notice what is different. It is the remarkable organ responsible for taking in the sensory information we receive from the outside world and making sense of it. Of all the senses, we depend on sight the most. Our sense of vision is based on aesthetics and recognizing differences. This is directly related to the perception of brands. When we see a new product, package, or page layout that demonstrates a clever use of contrast, we like it. The same can be said for how differently people feel about one brand compared to another.

Before the process of creating a look to identify a brand can begin, three important questions need to be answered.

1) Who are you?

This one should be easy. Just state the company name and product.

2) What do you do?

This is a little trickier, but you should be able to define what the company does.

3) Why does it matter?

Stumped? You could say you have great customer service or the best product, but so does everyone else.

There is a need for compelling answers to all three questions to create an emotional connection with consumers, or you haven’t got a brand. The answers show how your brand is different and why your company has a purpose. Take KitchenAid for instance. “We are KitchenAid. We make kitchen appliances. It matters because generations of families have trusted our product.”

Adding products or services that are irrelevant will make your message confusing and it will no longer be different. What if KitchenAid decided to add laundry appliances and bathroom accessories to their product line? How are they different now? “We’re KitchenAid. You know us for kitchen equipment, but we can do a whole bunch of other things too.” You would be shocked to see how many companies break this rule.

The takeaway from all of this is to keep it simple, keep it different.