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differentiation-growth
Created on March 9, 2016

Differentiation for Gorgeous Growth

Written by Rod Anderson, CEO, Sandbox Brand Marketing

Over the years we have worked with hundreds of brands and organizations with one goal in mind: how to help them grow, utilizing inspired brand marketing.

Below are some observations and patterns I have seen, and a few ideas you can try in your organization to drive new growth.


There are 4 things most organizations are looking for when they speak with us:

- Both an aligned strategy and internal messaging for their brand
- A stronger brand presence in their market
- An understanding of what it is that makes them different than their competitors
- Comprehension of how brand marketing can be measured and what to expect from their investment

As we speak with the key stake holders of the organization, they usually communicate to us that one or more of the following make them different:

- Their people
- Their products
- Their service
- The superior quality of their products or services

Vey few organizations have a technological advantage, and even if they do, they know that if the technology is desirable, competitors will soon be on their heels offering similar technology and going after their market share.

The trick for you is to determine what it is about your people, products, service and quality that is truly different. Also you need to determine if what makes you different is actually unique enough to talk about and does it resonate throughout the organization and is it something your target audience values.

Once you uncover what makes your organization unique, you need to craft the narrative that will allow the organization to leverage what makes you different and present it in a compelling and memorable way. The more compelling and memorable the message is, the less the target needs to be exposed to it before his/her brain has stored the information for recall at the point of purchase. This is consistent for B2B and B2C organizations.

We have utilized teachings from Roy H. Williams and focus on creating a message that more easily breaks through the Broca’s Area of the brain and lands in the prefrontal cortex where people make decisions. The general theory we have adapted is to use language that does not sound like all of your competitors' and is unique to your business, products, services, culture, values and vision. Look to create a key message that states a higher calling for your organization, versus a literal description of what you operationally do. Also, if you currently have the word “solutions” in your key messaging you are using one of the words that our brains are trained to delete.  In other words, it will not leave any impression on the target audience as brains discard most of the language organizations use to describe themselves currently, including the word “solutions”.

If you have been able to identify what makes your organization different and have developed a narrative and key messaging that is compelling to your team and the target audience, it is time to roll this out to the public using a go-to market idea that will stand out and attract people and conversation. Most small to mid-size companies will want to engage a third party to help invest budget in the right channels to influence the path to purchase for the target. If you want to try doing this on your own, start with determining a budget you are comfortable with investing, and then determine where along the target’s path to purchase you can have them see and notice your organization.

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