Do You Need S.P.A.C.E.?
When a brand establishes itself as the leader by making a claim that no one else can, their customers perceive them as the only solution to their problems. So how do you set yourself apart from the competition in a way that establishes both an authentic emotional connection as well as a need fulfilled? The foundation of developing your difference lies within every experience you’ve already had. The key to standing out in the past several years has become more dependent on your unique characteristics than in any other time in our history.
To start, let’s look at the top identifiers for brand distinction – S.P.A.C.E. Signals, Performance, Audience, Character and Emotion.
Signals. One way to stand out is with your brand signals. Brand signals include the external components of your identity. Things such as your logo, website, tag line, name, colors, etc. These are the external factors that help your clients to remember and recall your services when needed. Big companies spend tens of thousands of dollars on these components, but you don’t need to as long as you create something clear and authentic.
Performance. Coupled with your signals is your performance. Are you an innovative company? Do you execute new ideas and offerings with speed? Do you have a reputation for excellence? Examine the strategy that you use to execute your brand and pull out the things that make you shine. These activities will support the brand signals and pull you up above the rest.
Audience. For the best clues about what makes you so special tune into your customers. Look at their lifestyle, their challenges, their income, and their desires. As our society and the world we live in advances and changes, so will the needs and desires of your customers. To be sure you remain relevant you must listen closely to what they make complaints about, and what they make requests for. As you tailor your service to them, you’ll become irreplaceable.
Character. The personality that you bring to your brand will be become one of the most obvious indicators of your distinction. If you have a bubbly, exciting personality and your brand voice represents that, you’ll never run out of steam. If you’re more subtle and conservative, that too will serve you well. The key is to stick as close as possible to your core values and allow others to see that clearly.
Emotion. The final indicator for most purchases is an emotional one. Fulfilling the emotional needs of your audience is a fast way to brand loyalty and a sure way of brand distinction. As you express your values your customers will come to trust you more and more, and support you more and more. Even as other competitors enter the marketplace, your footing will be strong because of the relationship built with them.
Spend time determining your S.P.A.C.E. and your brand distinction will be incomparable in even the most crowded marketplace.
