Page 128 - Midas Touch

Every business has competition. That’s why Kathy says, “When building a
brand, you must be different. In fact, that’s the third characteristic of a
great brand—different. Too many businesses are ‘me too,’ and those will
never rise above the fray and break through. When we hear someone say,

‘My product has no competition because we are so unique,’ I know I have
a dreamer in front of me, not a businessperson. There is always
competition, even if the competition is the fact that your customer doesn’t
know you exist. Ignorance can also be a competitor.”

Most people have too narrow a focus. They only see their product or
service, the top of the B-I Triangle. Often, they fail to see the full scope of
the 8 Integrities of a Business. If they cannot see the entire B-I Triangle,

they have blind spots in their vision of the world, and they will never find
or be able to fully create their points of difference.

“Often by being genuine to who you are and meaningful to the people you
serve or wish to serve,” Kathy says, “you are, by definition, different. So
few companies have a grasp of this, which means you stand out. My ‘why’
behind the ‘what’ isn’t simply so companies can sell more stuff—that’s a

natural result of doing all this the right way—but because Heart & Mind
Branding makes people’s lives better. Working in a company with purpose
is more fun, more meaningful and more satisfying. That’s a differentiator
right there.”

Kathy suggests that to uncover a company’s point of difference, seek to
understand such things as:

Why should people choose your company over others?
Can you state how you’re different in fewer than 25 words?

Can your employees state your difference, and are they all

saying the same thing?
What is your presentation style?

Are you confident in sales situations?

Are you confident on stage?

What things do your company, and only your company,

“own”?