In “The 22 Immutable Laws of Branding,” Al and Laura Ries tell us that to differentiate your business, you should create a new category and then own it in the mind of the customer.
Don’t allow the market to clump your offering in with everyone else, they say. Instead, define a category that’s entirely new, then trumpet your company as the first and leader of that category.
Now Seth Godin points out a single word that can help you reinforce the idea that you’re not like everyone else. That you’re different. Better.
Instead of being “a something,” become “the something.”
One word makes all the difference, doesn’t it?
So if you’re trying to build a brand and truly differentiate yourself, take a look at all of your messages. Look at your website, your presentations, your sales literature, and what you pitch on a daily basis. Can you change “a” to “the?”
If not, can you change that “something?”
Says Seth: “I don’t think it’s a trivial distinction. In fact, I’d argue that it’s worth an enormous amount of your time and your budget to focus on becoming the.”
