By Chad on Oct 10, 2016 8:00:00 AM
Be different. This is something that is preached to us from a young age by some parents, who want to see their children to grow up and accomplish more than they did. How one stands out is how they make themselves marketable in the workforce, as well as other areas. The same rule of thumb applies to businesses. Being unique shows the consumer what type of product you have any why it is beneficial to them to choose that over someone else’s.
Many organizations have honed in on innovation and trying to maximize this element. Once organizations reach a certain point, innovation is required to remain successful or ahead of the rest of the players in the industry. The first step in innovation is to build your brand properly. The key word in this is “YOUR”. It shouldn’t just be a brand, one that will be passed on and dismissed by consumers. It should be your unique brand that stands out from the rest. A customer needs to have the “I need to try this” impression when first laying eyes on your product.
This individuality will stem from the culture that is behind the brand you are creating. An effective and strong culture raises the probability of a brand being successful. The culture behind everything is the foundation; it is the principles in which the brand is built upon and will portray as it continues to evolve.
Strategy is key in this build up. The organization must implement steps to expand their culture and push innovation. The strategy is what the business will do to get others to see this innovation and experience their culture. Strategy involves exposing others to the product and the culture. When the right practices are used in building the brand, the culture, and implementing an effective strategy, the organization will have a major upside.
Something that has been touched upon is the value of your product. How will this product be beneficial to the consumer? This question needs to be at the forefront of the minds of business owners, as it will be a determining factor in their success. If the answer to this question is made clear to the customer, it makes life easier for those selling the products. Whether from a financial, health, or convenience standpoint, there needs to be something in it for the consumer. “Will I save money? Will this help me achieve a certain goal? Will this make my life easier?” If the answer is yes to any of these questions, the customer will be more inclined to try the product.
The purpose of your product needs to be known. Being different from other goods/services, there should be a different purpose than these other goods and services as well. This purpose will be born from your culture. Once recognized by the consumer, it will cause your product to stand out. Then, the consumer can ask themselves the questions from above. If the culture is strong and the purpose unique, one of these answers should be yes, and your organization has taken a step in the right direction.