You’ve heard it so many times…the definition of insanity is doing the same thing over and over again and expecting different results. That’s why the Tag team is perplexed by the similarities between brands in so many categories.
In Tag’s Brand Primer sessions, we begin by providing the definition of a brand so attendees are on the same page with us. We tell them a brand is a claim of distinction. We point out examples of how successful brands provide a clear and defining reason for someone to do business with them. It’s is all about differentiation.
We have a theory that category leaders are perceived by competitors as “doing it right.” If competitors emulate what the leaders are doing and saying, then they will become leaders too, right? Wrong. What they are missing is the leader has a claim of distinction, a reason for being. Also known as the “why” of a company or brand.
Renee Watson’s blog The Brand of Giving Back provides an excellent example of this in Warby Parker warbyparker. “Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
The good news is there are lots of brands doing it right. Here’s a short list of Tag’s favorite “sane” brands:
- Buck Naked Underwear
As for insane brands or categories of brands, we pick:
- Almost any local bank. (Hey, they’re local. Isn’t that different enough?)
- Countless colleges and universities.
- United or American Airlines (Take your pick.)
How do you know if your brand is insane? Here’s a good test. If the ‘About Us’ page on your website begins with number of years in business, number of employees, annual revenue, etc. then rewrite it immediately! It should define your brand’s difference and the reason it exists. Not sure what that is?
Call Tag at 215.545.4850 and have a chat with Michelle.
What brands do you think are sane? Or insane?