Brighton’s unique branding problem
How to make your business stand out in a sea of sameness uniqueness.
If everyone is a disruptor, nobody is. Brighton is a walking contradiction when it comes to branding. In our ‘never normal’ city full of unique independents and diverse creatives, being different isn’t how you stand out. Having confidence in what you stand for is. Even if that point of view is like that of one local business owner, who once said, “I don’t believe in branding!” Little did they realise, having a strong point of view – even if it’s wrong – is the core part of branding. By actively not branding themselves, said business, unwittingly developed a compelling brand, without ever having a logo.
Branding is a logo, right? Wrong! As this local business accidentally demonstrated, the most successful brands actually differentiate themselves by having a deep understanding of what and who they stand for, and how they do what they do, that no competitor can claim. The logo, fonts, colours, etc. come later.
So, what is branding, if it’s not just your logo? Jeff Bezos once said, “Your brand is what other people say about you when you’re not in the room,” which unfortunately is out of your control. What is in your control is branding; the actions and steps you take to control that perception. And the first step is to develop a brand strategy.
Want to influence what Brighton and Hove say about your business? Then grab a coffee and a notepad, and spend some real (non-AI-assisted) time getting clear on your answers to these key brand strategy questions.
01. WHAT do you do? (Positioning)
What problem do you solve for your customers that competitors can’t?
02. HOW do you do what you do? (Values)
Compared to your competitors, how is your approach different?
03. WHO are you for? (Customer)
Name them, how old are they, what are their hobbies, what do they worry about?
04. WHY do you exist? (Purpose)
Not the money, though we all need that. What made you start?
Having clarity on your answers will better equip you to then know how you show up, from your logo and shop front down to how you answer the phone. But, most importantly, it will help you make confident business decisions more easily. Discover how to develop a competitive brand you can confidently own with Ridout & Co Ltd.
www.ridoutco.com | hello@ridoutco.com
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