In today's environment, it's no longer okay for your brand to simply be distinct. I'll argue that it's no longer enough that you go a step further and make your brand unique.

Things move quickly. We are exposed to an incredible number of brands in one ordinary day. As such, attention is at a premium. This is why, to have real success, people need to know why your brand is extraordinary.

Can your brand answer the question?

Every brand must have an answer to the question of what makes your brand extraordinary. And don’t think you have an excuse because you're a business-to-business brand. Or you’re in a boring category like manufacturing or financial services. I’ve heard all these:

“But we’re just a manufacturer of plumbing supplies.”

“But we’re just an insurance provider.”

“But we just package a commodity mineral for crops.”

In each of these cases, I have helped clarify why the brand was extraordinary. And then watched as everyone from prospects to distributors to employees embraced and championed the brand because there was something special to believe in and hang on to.

If that’s not reason enough to answer the question, consider the fact that a competitor will. Sooner or later (most likely sooner with the pace of change today). Then as you watch market share slip away, you’ll scramble to make changes. Maybe you’ll opt for the downward spiral of discounts and price reductions. Or maybe you’ll choose to answer the question to identify the emotional value you deliver - and play catch-up the best you can.

I have laid out a process for answering the question. Check it out. Or drop me a line if you’d like to know more.

If you don’t know why your brand is extraordinary, your employees and customers won’t know either. That’s not a disadvantage that you should just quietly accept. Your brand is too valuable for that.