by MADphilips

Created on: April 23, 2008   Last Updated: September 19, 2009

BRANDING:What's the essence of being different?

What does it mean to brand?
To brand simply means to position and present your business, product or services in a unique and attractive way so as to communicate its usefulness or value in your business, product or service. It is a deliberate attempt of making what your business, product or service is and can do known to the prospective market or buyer. It involves portraying what makes your business, product or service unique and also communicating its inherent usefulness.

Branding is a marketing tool, and thus, it is a deliberate act. It's not something you stumble upon; it's a thing that is creatively developed. A brand is a living entity. It has its own lifespan, personality, and characteristics. Therefore, if you know you can't make a difference (be useful), don't try to be different (branding). The following are what you should know about branding being different (uniqueness) and making a difference (usefulness).

What's the essence of being different?
To communicate your difference (uniqueness)
To be making a difference (usefulness). That is, to be constantly doing something valuable with the thing or idea that makes you different.

There's no use being different (branding) if you can't be making a difference (useful).

To be different you need to have a message. Your ability to make a difference lies in how well you are able to communicate that message. This is what branding is all about finding uniqueness and usefulness in what you do and communicating this to the world or the market as the case may be.

To be different, your message must not only be compelling (emotional) it must also be convincing (logical). Your ability to strike a balance between these two is what guarantees how much influence your brand will be able to command in the marketplace.

To be different you need to focus only on your strength. No one ever makes a difference with their weakness; to be different it takes strength. Therefore, while working on being different (branding), don't focus all your efforts And resources on areas that you are weak not very good at, rather focus on those areas where you and your organization are naturally gifted and good at. This is because people get things done effectively and efficiently with their strength and not their weaknesses.

To be different, you need to carve a niche for yourself. Don't try to do everything by being jack of all trade; you will only end up being the master of none, because you would

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