I think it’s necessary to turn our attention to something that is rarely discussed in brand development, especially in younger companies – the resistance to being seen.

Differentiation is widely acknowledged as a key requirement of brand success. Indeed it is the core value of my own brand practice. 

Yet I’m finding it more and more common for entrepreneurs to shy away from strategies that will position them apart and distinct from their competition.

Belonging to the club is not the way to stand out to your audience.

The problem can be overcome by focussing on relevancy. Finding a way to identify with customers’ values and needs (in that order) will allow companies to establish a business relationship that is vibrant and memorable as well as being meaningful in the customer’s life, while being true to individual values.

The first sale is to yourself. Be ready to stand out and stand up for your position, or certainly no one else will