‘If you can dream it, you can do it’ Walt Disney
Customers don’t really care ‘what you do’ or ‘how you do it’. The thing that interests them most is ‘why you do it’, why they should care.
It’s about daring to be different.
You need a positioning statement and visual theme that captures the essence of who you are and what you do. We can help you to articulate your brand story so that customers fully appreciate the unique properties and emotional context of your brand. It is this brand story (or what we call a ‘Big Idea’) that will make you stand out, that will get you noticed.
A brand becomes stronger when you narrow your focus.
There was a time when your brand story was all about your USP (Unique Selling Proposition). Businesses spent a great deal of time extolling the features and benefits that made them unique. However, the market for most products and services is now saturated, with the result that a company’s USP has become less relevant, even meaningless.
Your brand is not what you say it is. It’s what your customers say it is.
Nowadays, it’s all about your UEP (Unique Emotional Proposition). It’s no longer a case of what you do but rather how you make people feel. You need a narrative that connects with people on an emotional level, not just a rational level. You need a Big Idea that sets you apart from the competition, that only you can own.