Need to differentiate yourself in marketplace
Get every person in the company rowing in the same direction
Your brand is diminished
Every day during every conversation, times every person
How are you different and therefore better than your competition?
Describing is not branding: the more you describe, the more you sound more like your competition
People can only remember a couple things about what you do
Conversation dynamics
Context: positioning context increases the value of commonly offered products or svs: example: Gentle Dental
Bring context to everything you do
Want people to say: Tell me more
Managing Interactions
* Your conversations are rated between differentiation and sameness
* Have to grab attention immediately
* Think about which of your services you want to highlight, pick 1 or 2 concepts
* It should only take 5 seconds to tell it
* If it doesn’t differentiate, delete that detail
About Suzanne McDonald
Hi Suzanne, thrilled to see a post about my topic – Verbal Branding – and my session at the NE Xpo for Business. Please get in touch, I’d like to thank you.
Thanks for the thanks! Will email you as well!