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Be The Duckling - A Branding Mindset
By admin | May 31, 2008
It is amazing how difference is such a feared attribute in our society. We all know the story where a duckling is ridiculed for being ugly. As it turns out he was just different. If businesses would remember the duckling turned into a swan, perhaps they could hold steadfast on being different when developing their brand strategy.
Design professionals will attest to the fact that even the best-intentioned clients give into fear. They allow their internal voice to steer them towards looking like all of the other ducks in the pond rather than reaching beyond what they know. What some clients seem to forget is most of them created their idea based on difference.
There are definite issues with conformity when it comes to products and services. For one, consumers will not have any foundation for which to choose one product or service over another. Also, if you are competing on the retail shelf, the 8 seconds you have to catch a passer-by will belong to your shelf neighbors should they decide to take the lead on standing apart from the crowd.
So how does one embrace being the swan in a duck pond? The first thing is to tackle the negative mindset with positive reinforcements. Here are five statements that can help.
1. How will anyone remember who I am if I am not different enough?
2. Great concepts succeed due to their difference.
3. Only in being different do I have the chance to flourish beyond my peers.
4. Many people long to connect to something different or else they would never try anything new.
5. There is a reason why they say no guts, no glory.
Another exercise to overcome the fear of being different would be to gather a collection of companies, products or services that have a idealistic lead in their market. Now look at their competitors and make notes on what makes the two different. Ask these questions:
1. How does the communication differ?
2. If it is a retail product, how do they differ on shelf?
3. Who are they speaking too and is the niche broad or narrow?
Most leading brands have a strong statement about who they are and what they do. They also have a strong sense of who they are speaking to so that they can tailor their communication efforts towards a specific crowd and truly connect. These are the brands that continually zig and zag to shake off the copycats, the sheep, and the rest of the ducks. Just keep in mind, the true path to becoming the swan is not to put on a swan costume but to start out as the odd duck.
Laura Donnelly is the Strategy Director for XO Create! which provides expertise in
packaging experiences by transforming consumer brands through compelling branding and packaging innovations. To contact Laura call 678.319.4242 and visit xocreate.com
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Topics: Business |
