If you were the same franchise as everyone else, why would someone buy you? Would you be able to define your “why you” and “why now?”
Chances are when asked “why you,” you have an answer. Even if you are in a crowded category, you are quick to point out what makes you different.
While you may say the same things as others, you believe it.
Now, check it.
Do your website, PR, marketing and digital efforts reflect your “why?” Or are you showing that you are the same as everyone else? If you can’t clearly see your own “why” then you should be afraid of being the same as everyone else.
There is a saying about not being afraid of being different, rather, be afraid of being the same as everyone else. This is a point that every brand should think about when taking risks.
Calculated risks can pay off in a big way, especially when challenging the norm with confidence and consistency.
What happens when you push a different approach? You start to stand out. You start to win.
Why did self-serve frozen yogurt have a big climb? Why did fast-casual pizza have a big climb? What was the challenge with both of those categories? Ultimately, they were all the same. Same yogurt, same ovens.
Today’s world is crowded. The consumer has a million options. You are competing against those unlimited options. The same goes for the business community. Challenge yourself and challenge your brand.
When we created 1851, there was nothing like it. Was it rocket science? No. It was simply leveraging things we had learned about where the industry is going. Content is now king. We were on to something. We were willing to do something different. We are not afraid of that pathway.
Same with No Limit Agency. We were the first to blend in other forms of service with PR. Others followed. When they followed, we innovated. We are the only agency that has someone who sold franchises on our staff. We are afraid of being the same.
If you are thinking about your own approach to business and the consumer, think about this. Just for a few moments. What is your true one inch of differentiation?