We’ve all heard the saying, “you can’t be all things to all people.” Well, it rings true when building a compelling and sustainable brand strategy. A brand strategy requires the ingredient of differentiation. Being different is difficult work. It requires incredible focus and discipline among leaders. You must focus on what truly makes your company easier to do business with and better than the competition. Your customers and employees don’t want sameness, so don’t give it to them. And, don’t communicate sameness through "me too" marketing communications. There are other ways to build brands besides pushing glossy paper and pretty pictures (communications branding). Truth 2 provides insight into two other types of branding that will enhance employee productivity and drive company profits. They are:

• Experience branding: uncovering the areas where your brand interacts with customers and can have an impact on their perception.
• Cultural branding (The MOST IMPORTANT type of branding): documenting the behaviors and work processes necessary for your company to truly do what you say you will do and to hold employees accountable for doing it.

Truth 2 provides a reality check for readers on what really makes their company different from the competition.

The download for this chapter provides insightful questions to help you uncover differentiation in the minds of employees, customers, and prospective customers.