If you saw a Buraq (winged creature in the Islamic tradition), you would stop in your tracks! Wow, a Buraq! But, if you saw them every day, you’d probably stop noticing them as much. Until one day if you saw a bright purple Buraq, then you would stop and say, “Wow! A Purple Buraq!”
The same is true with a remarkable brand. Remarkable means, “worth making a remark about” – and it might be to your friends, family, colleagues or people on your social media networks in your tribe/community – who would then also say, “Wow!”, and tell their friends. A remarkable brand generates strong word-of-mouth, which is the ultimate marketing channel.
- Is it remarkable? If you’re developing a product, brand, experience or creative campaign, try to make sure it’s remarkable, and that you have something truly unique. Every business needs a ‘Unique Value Proposition’ (UVP/USP) but many people underestimate how important that actually is. How can you tell if your brand is remarkable? How do you know you have a Purple Buraq?
- How can I be sure? Determine if your idea is just ‘better sameness’ or is it ‘disruptive’? Too many people make assumptions without testing and it leads to failure. I recommend and use the Lean Startup methodology and tools like the Lean Canvas to validate ideas to make sure they unique & remarkable enough for real people to be so impressed they tell others. (Like me telling you about this free course for startups, it’s amazing!)
- Have I got the basics right? If you have a truly remarkable product, make sure it isn’t let down by poor design, packaging or ineffective online experience. I once had incredible coffee in Indonesia but the packaging was so terrible that people would never trust it. Also try to launch with a strong strategic creative campaign that clearly communicates your point of difference to a niche audience. The response from that group should be “Wow! I’m going to tell my friends/tribe about this right now!”
What products or brands experiences were so amazing you had to tell your friends or colleagues?
This post is inspired by Marketing guru Seth Godin