Nathan Yerian
The success of your brand is determined by every experience your audience has with your organization. The most successful brands develop branding components that allow them to stand out from the competition in a meaningful way.
This differentiation allows them to easily outmatch their less remarkable competition. Differentiation should be at the core of your brand development strategy.
The average Joe
Over the weekend, I went to a new sushi place close to my house. A few months ago, this exact location was home to another sushi restaurant that went out of business.
The food was good, the environment is descent, and the staff was friendly. My experience was exactly what I expect when I go to a sushi restaurant.
As I sat there, I found myself thinking; this is exactly what the old restaurant was like. I wonder how long this one will make it?
There was nothing in my experience that was remarkable. Nothing that would make me want to share my experience with others.
The brand eating Joe's lunch
There is another sushi restaurant that I frequent that is a few miles away. It is a much further drive, yet I have no issue making the trip.
The setting is much more open, modern, and clean feeling. They have a huge sushi bar area, that they claim to be the biggest in Houston.
The staff makes a point to tell you what is new, and what special offers are available. They also remember you by name, and your usual drink. I always want special sauce and extra ginger, and every time it is bought out without me having to ask.
Now we get to the element that really seals the deal. After you place your order, a complimentary appetizer from the chef is bought out for everyone at the table. It is always something delicious. Of all the sushi places I have ever been, this is the only one that has ever given me complimentary anything.
The combination of these "extras" not only makes me want to drive the extra distance, but also encourages me to invite friends to join me, and to generally talk about their restaurant anytime sushi is brought up. Due to my ravings, three of my friends have visited, and two more want to.
Where is your free appetizer?
When was the last time you created a raving fan that sent you more business? Giving away a free appetizer may be your (pardon the pun) meal ticket. Find the appetizer that is right for your audience. Maybe it is a free trial, a how-to video, or an insightful blog post.
Give the market something that your competition is not. Make it valuable, and remarkable. Get your fans raving.
How do you differentiate your organization?
