Be brave to be different
The Bible says that the meek shall inherit the earth, but in my experience meek brands are never successful. You have to be brave to be different - to stand out and be noticed. When I say brave, I don’t mean reckless. If you work in a large organisation you may be thinking this is easier said than done. Well it is - but it shouldn’t stop you doing it.
Too many organisations find it easier and safer to blend in with their competitors because they feel clients are all looking for the same sort of service provider. This is a flawed strategy because their clients will find it difficult to pick them out. Differentiation is what they need.