Brand Management

The challenge that bedevils every business today is differentiation - how to separate yourself from the pack! Poor branding has made businesses -- their services, products and processes to be so similar to each other that many customers see no reason to patronize one business and not the other. It looks like where every apple in the market looks like others.
 

There's no way you can afford to be seen as the same as the other firms in your market area. Competition in every sector is growing more intense everyday. Customers can choose a full range of products and services from a wide variety of suppliers within the same block or with the click of a computer mouse. Many observers from various industries wonder if there is currently an oversupply of providers. But, really, there are not too many providers in any sector.

The intense competition has underscored the need for you not to ever give your customers and potential customers a reason to say that there's no difference between you and the other firms. In fact, you must be better than your competition - and not just different. And you must show it.

Good is not good when better is expected.

Thomas Fuller

In fact, you need to be so good - and so different that even your worst critics and antagonists will look silly if they should suggest that there's no difference between you and the other firms.

The reality is that it's tough to be really seen as good these days - since most firms themselves are good. It's even tougher to be better and to be different. Yet you must establish and hold on to your corporate identity in the eyes of your customers, potential customers, investors and all possible stakeholders.

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