When it comes to consumer brands, we believe personality wins. Vivid landscapes inspire. And that you have to stand up to stand out.
The key to doing so lies in a brand’s willingness to get curious. Each brand has a true north that guides it toward the promise it makes to each person, in every interaction. But the expression of that true north—or the path you take to get there—has room for exploration.
In our personal and professional lives, we each bring a distinct and unique perspective. As Whitman wrote, we contain multitudes. But when we have to reach an agreement as a group, we can be tempted to play it safe. To avoid conflict. To compromise to reach a consensus.
For example, let’s say your organization offers to buy everyone ice cream as a thank you for their hard work. Here’s the catch: everyone must agree on one flavor.
But Michelle’s favorite flavor is butter pecan.
And Zoe’s favorite flavor is black raspberry chocolate chip.
And Jasmine’s favorite flavor is birthday cake.
So you debate, and debate, and debate, and in the end, what you probably end up with is …
The Vanilla Ice Cream Principle
There are many wonderful things about vanilla ice cream. However, it lacks the richness, the uniqueness, the interestingness, the otherness found in endless flavor combinations. Ice creams that start with vanilla as their base and explore one-of-a-kind flavor pairings, stake a claim in what they believe in—even if it’s not for everyone.
The truth is: your brand isn’t for everybody. It can’t be—or it shouldn’t be, if you don’t want to get lost in a sea of noise vying for your consumers’ time and attention.
The trick to standing out is to first stand up—by staking a claim in what you believe in and what problem you solve like no other, so that you can let your audiences know you’re the brand for them.
Your organization isn’t ice cream. It’s a living, breathing business with a unique value proposition for people with specific tastes and interests. At One Lucky Guitar, we help you articulate that, taking your brand from “I’ve never heard of it” to “I can’t live without it.”
Interested in learning more about our process, or getting to know our team that facilitates our Soul Sessions? Hit us up.
