Last week, I wrote about B2B branding: Your audience may not be comprised of “consumers” per se, but it’s still made up of people. People have preferences, loyalty and affinity for certain brands.
So how do you make sure your brand communicates what’s unique and special about you? In essence, what’s the secret sauce that sets you apart?
Making Your Own Secret Sauce
Many clients hire us because they’re having trouble articulating exactly what it is that makes them who and what they are. A lot of our identity work gets to the heart of this—helping clients tell their stories. Even if you aren’t embarking on an identity project, you can still follow some simple principles:
- Realize that you never have nothing: If you aren’t widely known for your secret sauce, that doesn’t mean you don’t have it. It can be difficult to pinpoint, and even harder to communicate (and often it’s easier to engage someone to help you find it—which is why it makes up a lot of the work that we do). But there is something worthwhile that sets you apart, and finding it is worth the effort.
- Don’t try to be something you’re not: If what you’re attempting feels inauthentic, it’ll be hard to make a shift that will turn employees (likely your most important audience) into brand ambassadors. Take Marshall, for example. We may not the hippest kids on the block, but we’re thoughtful, strategic and big-picture thinkers. Because we know this, we’re able to focus on what we do best.
- Don’t be afraid of aspiration: You may need to consider how well your identity tells a clear and cohesive story about your company. When you set out in a direction that is aspirational and authentic, you’ve turned identity into a strategic priority, not just a communications tool.
You’ve got a secret sauce baked in there somewhere, and it’s an essential component of your identity that you should use to your advantage.