Brand – The Misunderstood Genius

Brand – The Misunderstood Genius

Why are so many businesses paying good marketing money to say exactly the same things as their competitors say? 

As every Tom, Dick and Harry jostles for space in the online world, how do you get noticed? And in tight economic times, it becomes vital that people notice you and understand why they should buy from you.

When we talk about standing out or differentiating, we’re not necessarily referring to your logo. A logo is only worth something if it stands for something.

What do you stand for?

Here’s what we get told when we ask the question:

  • Trust, integrity
  • Service excellence, and
  • Competitive pricing.

I don’t think I’ve ever come across a business that doesn’t claim these attributes. You’re paying good money to say the same thing that your competitors are saying. Surely that’s not a good thing?

So what exactly does your brand stand for?

If you’re struggling to answer this question, imagine how your sales team feels. Or, when an interested prospect visits your website for the first time, do they see at a glance exactly why they should consider doing business with you, within seconds? And when you’re presenting that sales pitch, what does that second slide say that connects the prospect to you early?  What about those brochures that you’ve just printed – is it saying the right things?

Sometimes the right things are not what you think. What’s in your head and what keeps the prospect awake at night is often poles apart.

You all use an Excel spreadsheet, right?

Well, a brand is said to be the second most important business ‘invention’ after the ubiquitous spreadsheet. A brand is the most misunderstood genius of your business tools. The wonderful thing is that few people get it. If you got it, you could enjoy an unfair advantage.

IF YOU BELIEVE THAT A BRAND THAT DIFFERENTIATES YOU CLEARLY CAN MAKE A DIFFERENCE TO YOUR BUSINESS, PLEASE CONTACT gary@sherpa.co.za TO FIND OUT MORE.

 

Gary Hendrickse
Sherpa CEO & Brand Strategist

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Sherpa Brand & Design Agency
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