How To Tell What Makes You Special, Different And Better

28 April, 2012

A brand is not a brand until it has a clear idea about who it is, what problem it solves and why it’s different from its competitors. Before any (credible) graphic designer can design a brand logo, or any (credible) web developer can develop a website, or any (you guessed it, credible) agency can put a campaign together, these 3 points must be considered.

If you don’t know what I’m talking about, then here are a few pointers to get you on your way. In marketing terms it’s called a Brand Positioning Statement, or a Promise of Value. Answer these questions to find out what makes you unique, what gives purpose to your brand and differentiates you from your competitors.

Business Description – Who are you? What do you do?

Purpose – Why does your business exist? (Besides making money)

Vision – Who and where are you in an ideal world? What does good look like?

Brand USP

  • What is your unique focus within your niche that is difficult for competitors to copy? 
  • What is the benefit to the customer?
  • What makes you different from your competitors?
  • What do clients value about your service?
  • What benefits do they get?
  • How is working with you a better experience than working with anyone else?

Features, Attributes, Benefits

  • What are you noticed and remembered by?
  • Features: what is tangibly true about the business/brand?
  • Attributes: what does this mean?
  • Benefits: what is the end benefit to the customer? Emotionally, how will they feel when engaging with your brand? What will they talk about with their friends?

Essence: 2-3 words that describe the ‘soul’ of the business

Brand Competitors – Who offers something similar to you, whether directly or indirectly, or competes with share of time and pocket?

Target Audience

  • Who is the audience you connect with and where are they?
  • What are they into?
  • What excites them?
  • Why would your brand strike a chord with them?
  • Who can you best help?
  • What are their wants and needs?
  • Which differentiators compel them?
  • How can you reach them?

Brand Offering

  • What are the promises your audience responds to?
  • What is their problem? What is your solution?
  • What pain do you remove and what pleasure do you create?

Brand Tone – What is your language and tone of voice?

Give it a go. Remember, this is not a once-off process, but as your brand grows and develops,  your promise of value will too.

Robyn Young - Personal Leadership Branding for Executives

About the Author

Robyn Young

As a personal leadership branding strategist, Robyn Young helps individuals identify and articulate their unique strengths, values and goals, empowering them to build an authentic personal brand that resonates with their stakeholders.

Robyn has a keen eye for aligning personal attributes with professional aspirations, helping her clients project a powerful and compelling image in their chosen field.