By Simon Droog — a Dutch self-taught brand and graphic designer
WHAT MAKES YOU DIFFERENT?
What makes you stand out from the crowd?
Have you ever thought about the question: “Why should I do business with you?" Lately I’ve been thinking about this a lot. At Atelier Pan we help you translate your business to a visual identity. And we always start the translation process by asking you this very question.
Usually our clients answer with what they do. However, as Simon Sinek says in his famous book Start with Why:
“People don’t buy what you do, they buy WHY you do it.”
So we ask the question again: “Why should I do business with you?” —Pfff, that’s a difficult question.
You need to discover your WHY by getting personal —by getting to your roots. Ask yourself questions like: WHY does your business exist? WHY do you do what you do? And WHY should anybody care? It’ll help you define your strategy, branding, marketing, products and services.
It’ll help you differentiate, get noticed and stand out from the crowd. That’s why you have to Start with Why.
THE GOLDEN CIRCLE
In Start with Why, Simon talks about the Golden Circle. You start with your WHY, then your HOW and finally your WHAT. Here’s what that is all about:
DIFFERENTIATE AND BUILD DESIRE
Additionally, you need to look for ways to differentiate yourself —for ways to set yourself apart from the pack.
“Normal is what the majority does, which is why ‘different’ is so much more interesting."
1. LOOK AT YOUR COMPETITORS
To set yourself apart you can have a look at how your competitors are differentiating themselves. Go and have a look at their websites —mainly their homepage and about us-page. And see if you can find out what they say about what makes them different. What is their message? And what are the reasons why they are different?
Also have a look at their visual identity. Is it in line with their message? Does is reflect their WHY, HOW and WHAT? Does is represent what makes them different?
Learn from them, don’t just copy them. You want to differentiate yourself, right?
2. ASK CURRENT CLIENTS FOR FEEDBACK
After that you can ask your current clients why they chose to do business with you in the first place and why they are still doing business with you. Ask them about the things they like the most about you. And if they refer you to others —if so, then why? Or do we do things that others don’t?
All this information is invaluable for setting up your own difference statement.
"When you set yourself apart from the pack, with strong messaging and clear reasons why you’re different, you build desire."
—Liam Veitch, Freelancelift
WHAT'S IN IT FOR THEM?
Finally, think about how your prospects —your potential clients, see the world. Sustainable businesses tend to put their focus on the environmental benefits and forget about the functional, emotional and social benefits of their product.
Make it about them, not you!
Think about: What are their values? What is important to them? What are their primary drivers? And how does that relate to your business?
What problem does your business solve? How does it relate to their worldview?
Will it make them more money? Does it save them time? Will it improve their relationships? Does it increase their happiness? Or will it bring better health?
Basically, what keeps them up at night?
These are the main reasons why people choose to do business with you.
Your WHY, HOW and WHAT, the way your differentiate yourself, and your focus on what’s in it for them —combined with how all this is translated to your visual identity— are key to attracting clients that share your values.
These steps might sound easy enough to take, however you should keep in mind that you really need to sit down for this and think about it — Do the research —Write it all down. And formulate your identity carefully —It will be your calling card.
If you need some help. I offer a Powerful Positioning Live workshop every two months: Brand Boost Live.
Atelier Pan | Brand Design for Conscious Entrepreneurs
Become more credible, attract your ideal client and take your business to the next level.