Jun 29, 2026 · 55 min · 10 segments
In the last 15 years I’ve accumulated a fair share of the do’s and don’t’s when it comes to developing and managing a brand to help it succeed and in turn, see greater business growth and success from…
[mouth pops] Ooh, uh, distinctiveness and differentiation as much as possible.
Yes, that's right, both distinctiveness and differentiation as much as you can.
Differentiation in, in many industries is a hard thing to accomplish and maintain.
But if there's a competitive edge that you can effectively exploit to get customers picking your brand for reasons instead of just vibes alone, this can get you one step ahead of the competition.
But then, of course, you need to keep innovating where you can to stay distinctive and differentiated.
As for distinctiveness, well, most businesses do a pretty lackluster job of this too.
Now, if your brand is effectively the differentiating factor between you and your competitors, then why not look, sound, a- and be the same? Or sorry, why be the same as the other mob, your com- your competitors down the road? Why look, sound, and be the same as your competitors? You know, too many businesses fall into this category defining trap of fitting the mold of what everyone else is doing to fit in, yeah? And meet the expectations of what they think will make it easier for a customer to know what they offer, like a roof logo for a real estate agency or a builder.
You know, the great thing about branding is that you can be anything in a category of many, but creating a brand that appears as a category of one.
In other words, do the opposite of what your competitors are doing to distinctively stand out, get attention, and be easily recognizable and memorable.
So that's briefcase number one, distinctiv- distinctiveness and differentiation as much as possible.
This is all marketing is and ever has been since a market stall first popped up in some ancient bazaar thousands of years ago.
It's known as the four Ps of marketing, and if anyone tries to tell you there's actually six or seven, six, seven, they're just making your life harder, yeah? The problem for most businesses is that the efforts to develop a business a- and brand and, and get it out there to customers are often that they are siloed into different departments.
And in marketing, it is often just seen as the promotion bit of shouting from the rooftops that your brand exists.
Instead, if you bring in the insights from the marketing team, or teams, or persons, uh, to the discussion with your sales, your finance, and product/business development people, well-trained marketers who consider more than just the promotion side of things can help formulate an even better outcome for your brand and business.
They end up focusing on what the product offers con- customers and gaps in how to make that more appealing, which is your product, uh, where customers are likely to buy or where they might need to open up to more opportunities for the brand to be present.
As well as what price tolerance the customer has and how to communicate that effectively over time to align with your business's financial plan and goals, yeah? This is what effective marketing can look like.
I'm more of the branding kind of consultant side of things, um, but this is what marketing people do.
[mouth pops] Ooh, uh, distinctiveness and differentiation as much as possible.
Yes, that's right, both distinctiveness and differentiation as much as you can.
Differentiation in, in many industries is a hard thing to accomplish and maintain.
But if there's a competitive edge that you can effectively exploit to get customers picking your brand for reasons instead of just vibes alone, this can get you one step ahead of the competition.
But then, of course, you need to keep innovating where you can to stay distinctive and differentiated.
As for distinctiveness, well, most businesses do a pretty lackluster job of this too.
Now, if your brand is effectively the differentiating factor between you and your competitors, then why not look, sound, a- and be the same? Or sorry, why be the same as the other mob, your com- your competitors down the road? Why look, sound, and be the same as your competitors? You know, too many businesses fall into this category defining trap of fitting the mold of what everyone else is doing to fit in, yeah? And meet the expectations of what they think will make it easier for a customer to know what they offer, like a roof logo for a real estate agency or a builder.
You know, the great thing about branding is that you can be anything in a category of many, but creating a brand that appears as a category of one.
In other words, do the opposite of what your competitors are doing to distinctively stand out, get attention, and be easily recognizable and memorable.
So that's briefcase number one, distinctiv- distinctiveness and differentiation as much as possible.
This is all marketing is and ever has been since a market stall first popped up in some ancient bazaar thousands of years ago.
It's known as the four Ps of marketing, and if anyone tries to tell you there's actually six or seven, six, seven, they're just making your life harder, yeah? The problem for most businesses is that the efforts to develop a business a- and brand and, and get it out there to customers are often that they are siloed into different departments.
And in marketing, it is often just seen as the promotion bit of shouting from the rooftops that your brand exists.
Instead, if you bring in the insights from the marketing team, or teams, or persons, uh, to the discussion with your sales, your finance, and product/business development people, well-trained marketers who consider more than just the promotion side of things can help formulate an even better outcome for your brand and business.
They end up focusing on what the product offers con- customers and gaps in how to make that more appealing, which is your product, uh, where customers are likely to buy or where they might need to open up to more opportunities for the brand to be present.
As well as what price tolerance the customer has and how to communicate that effectively over time to align with your business's financial plan and goals, yeah? This is what effective marketing can look like.
I'm more of the branding kind of consultant side of things, um, but this is what marketing people do.
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