What separates one company from the next? It’s the BRAND and what customers associate with it. Here are SIX things to consider.
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Strong Name
Hulu, Google, Amazon. These are all unique, STRONG names. These names don’t eliminate a larger physical territory or market that you may want to attack later!
Compelling Visual Identity
It’s important to have an unforgettable visual identity. Some examples are the Nike Swoosh or Apple’s apple with the one bite taken out of it.
Catchy Tagline…or NO TAGLINE
Most companies have catchy taglines. “Just Do It” by Nike is a famous one. On the other hand, Amazon doesn’t really have one at all!
Unique Products/Services
In a space that is crowded with similar products or services, you have to find a way to stand out. Your product needs to have a feature that sets it apart. Your service needs to set itself apart. MyPillow sells a machine-washable pillow that stays cooler and doesn’t go flat. Dominos set itself apart early by promising hot pizza in thirty minutes or less!
Charitable
Companies can differentiate by connecting with a charity or a cause that its customers care about and value.
Great Customer Service
The entire experience can set your company apart. The experience navigating the drive thru at Chick-fil-A is very different than the one at McDonalds, for instance. The shopping and even return service at Nordstrom is different than say, Belk.
