Ask the Advertising Expert
February 2012 Article
If you look up the word ‘brand’ in the dictionary, you will discover that a brand is, ‘a mark or symbol to differentiate one’s cattle from another’s’. The key word in that definition, as it relates to your business is, ‘differentiate’, but it takes courage to be different. In today’s highly competitive world, developing and promoting your difference or brand is increasingly difficult. A full 76% of all purchases are made at the first place we think of in a given category, that might be McDonald’s for burgers, Campbell’s for soup, etc. If you are to earn a position in the minds of your prospects and customers, you must firmly and consistently establish your difference.
Here is the good news. Marketing is a world of perceptions, perceptions that become reality in the minds of your prospects and customers. Every business can develop a unique selling proposition regardless how fragmented or competitive your category might be in your market. Many marketers tend to copy their competitors rather than establishing their own unique identity. Regardless how big or how small your business is, there is always a unique position you can own and a share of mind you can capture with courageous advertising. If you need help uncovering your competitive difference just email me at
to request a copy of 10 Steps to Courageous Advertising.
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