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!