Anthony’s Pizzeria. Of the 61,000 + pizzerias in the United States, how many do you think are named Anthony’s? Or Tony’s?
Your name is yours. Sure, some people may have a similar name or even the exact same name, but you are the only (fill in the blank with your name) who is you!
You’ve got your unique smile, the same rolling eye routine you’ve had since college, the great leadership traits you exhibit in business and the gentle tendencies of the dad or mom you are when you are home.
Everyone who knows you knows you – are unique, wonderful – you!
Shouldn’t your company branding reflect the same uniqueness? Everything about your business should be easy to identify as uniquely your business.
The primary differentiator – your relationship with your customer.
If you are in the same business as the guy down the street, it’s inevitable for certain systems, product offerings, and promotions to be similar. It’s smart to study another business’s successful business practices. It’s okay to create your model to be similar.
But, you need to know what service or how to offer that service way differently than the other business.
From Ashes to Accolades
In the town where I live, we have a wonderful pizzeria. Two years ago, their physical location was lost due to a horrific fire. The entire shopping center they were in burned to the ground. Six businesses were displaced. Most had to close their doors permanently.
Instead of admitting defeat while waiting for insurance and legal issues to be worked out, the owner of the pizzeria immediately looked for a new place. He found a bigger and better location.
At the same time, he recognized that the eating preferences and habits of a new generation were changing. He decided to ask his customers, who were emailing and calling with condolences about the fire, what they wanted to see in a new place.
His previous location had been takeout and delivery only. Like the 6 other pizzerias in town.
He listened to the requests for a nice place to eat pizza or pasta. He planned and again asked his customers if this would meet their needs.
At the new location, he has indoor and outdoor dining. Something almost everyone asked for. Again, not too unusual for a pizzeria.
But … then he responded to what he heard many people desired. A corner of the world to really sit back, relax and get lost in good food and good wine. In a simple pizzeria, he added a wine and tapas bar.
In a simple pizzeria, he added a wine and tapas bar.
Not something every pizzeria has. But something the community in which he does business welcomed.
His business is growing rapidly!
Customer feedback helped him turn a tragedy into a success – or a blessing as he puts it.
Branding Your Uniqueness
Too many businesses try to be ABC Unique Company but spend a lot of time trying to be exactly like XYZ Superstar company.
And that can confuse your customers.
Another example – in case a pizzeria is a bit far from your business model.
Think about a tire distributor. If you had to think about who you bought your last set of tires from – unless you frequent the place often – you might not remember.
That is unless they provided you with a discount on balance and rotation for the life of your tires. Or a discounted replacement should you get a flat within the first 20,000 miles. Or a discount at the pizzeria down the street …
Something that was different from all the other tire distributors on the main drag in your town.
Ask, Listen, Learn, Act
We are not suggesting you have a fire at your place to turn make your business unique. Rather, we propose you listen to your customers. And where you can, make the tweak in your offer or change what is necessary to make you stand out from the rest.
If your business serves the public ask.
And then take the action to make your brand stand out.
Let your customers know you are unique, wonderful you!
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