“Focusing solely on what you can potentially do better than any other organization is the only path to greatness.”
–Jim Collins, author of Good to Great
People are hardwired to notice difference. In an information-rich, time-poor era, distinction that raises your brand above the competition is critical for success. So be different and consider integrating the following:
- Coherent brands deliver confidence. The physical appearance of your presentation and marketing literature conveys expertise, talent, and quality. A coherent system of communication saves time (and, by extension, money). A coherent system allows you to be prepared at every point in the sales cycle, from introduction to first meeting to client communications. Perhaps most importantly, a coherent package of information sends this critical message: "We have our act together."
- Branding helps establish your credentials. When presenting the services your company offers, don't forget to cover the basics in describing your firm: the six Ps--philosophy, process, people, products, performance, and price. This usually applies when prospects are getting to know you, but many even existing clients need to be reminded of your credentials and unique offerings.
- Good brands respect the rules of storytelling. Covering the basics does not mean pouring yourself straight into the philosophy-process-people mold. Keep in mind that your competitors will be presenting similar information. Capture the imagination of your audience by emulating the elements of any well-crafted story: a strong opening, passion, universal truth, satisfaction as the plot unfolds, and a memorable close.
