Establishing how your company/brand is different from the direct competition is important. If you don’t come up with some unique positioning, you’ll be forgotten. You’ll get traffic, but it will take a quick peak and never return again.
One way to define who you are, is by defining who you aren’t. By taking a stand, you’re aligning yourself with a specific set of beliefs or opinions. So by default, the “other guys” are your enemy. We don’t mean going all out and bashing your known competitors or getting into a flame war with them. Think of creative ways to state your beliefs and mention them along with a mission statement to further promote what you stand for.
For example, Apple believes in amazing products, beautiful design, and easy-to-use interfaces. Their enemy is complexity, user error, and the companies behind bad products.
Check out these quotes from the man whose name stands for success and innovation in technology; Steve Jobs.
- “If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Age for about twenty years.”
- “Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation.”
- “The only problem with Microsoft is they just have no taste. They have absolutely no taste. And I don’t mean that in a small way, I mean that in a big way, in the sense that they don’t think of original ideas, and they don’t bring much culture into their products.”
Obviously, you don’t have to be this explicit. But you also don’t have to guess who Apple is, or what they stand for. Carving a culture for your brand may seem like a strenuous process. But there is no denying that establishing your social media presence within a signature culture, will create the ultimate shared media experience.