How to find your brand difference

Here’s a brief introduction to a tried and tested method that I’ve developed to help my clients uncover their brand difference. I call it the 3 C’s Method and it is based on understanding:

Company – The actual Company looking to create brand difference.

Competitor – Direct competitors/peers to the Company.

Customer – The people or organisations who buy from the Company.

For the Company, some of the things to look at are:

  • What they do.
  • How they do it.
  • Critically, why they have evolved to do it this way.
  • Structure.
  • History.
  • Current brand identity and communications.

For their Competitors, consider:

  • Their visual branding – colour, logo, icons/graphics, photography, language.
  • Brand message.
  • Product/service features.
  • Market perception.

Finally, but most importantly, the Customer:

  • Who are they?
  • What is their need/want?
  • What is their thinking and buying process?
  • What are their stumbling blocks?
  • What is their perception of the Company? Talk to the good, the bad and the ugly!
  • How can your product/service make their lives easier/better?

Somewhere, in-between all of the information you can gather, threads of ideas can be discovered. A line that is true to the Company, distinct from the Competition and of a greater value to the Customer. Bingo!