Is your brand distinctive? Do you stand out from the crowd? Are you remarkable?

Many speakers at MD2MD meetings and I suspect most coaches and mentors discuss with their clients how they stand out in a crowded marketplace.  And during the sales and marketing process it’s especially difficult as it can only be about perception at that stage.  Even if the experience you deliver is exceptional potential buyers haven’t yet experienced it so how do you convey that on a website? Whilst it’s not unique to them, it’s especially difficult in Professional Services.

By way of example, how many lawyers endeavour to differentiate through trying to convey one or more of the following key messages:

  • ‘we care about our customers’
  • ‘we’re nice people’
  • ‘we deliver responsive customer service’
  • ‘we’re experts’
  • ‘we’ve done the same for someone else’
  • ‘we’ve been around a long time’

Unfortunately every law firm will be trying to convey the same message whether true or not.

And I’m afraid rather than share business leader tips as is usual on this site, this article isn’t to offer a solution, tip or a technique.

Instead this article is simply to empathise with the difficulty of the challenge we business leaders face by sharing a superb spoof video that illustrates superbly how even the big brands with mega budgets struggle to be distinctive.

A generic brand video

Bob Bradley

Bob is a specialist in running high value added service businesses, having run five such businesses as General Manager, Managing Director or Chief Executive. His last employed role was as Chief Executive of a £16M, 200 person family owned business having previously been Chief Executive of an AIM listed company for which he raised £5M funding and which he grew from £4M to £12M in three years through two acquisitions and organic growth, and a corporate PLC subsidiary where he was Managing Director responsible for delivering £10M profit on £45M turnover through 450 staff.

Bob is now following a portfolio career providing entrepreneurial business leaders with mentoring and coaching around business leadership, business growth, merger integration and exit planning.

Core to his portfolio is MD2MD. Having experienced for himself the value of having a strong sounding board of fellow Managing Directors he founded MD2MD in 2004 to provide groups of business leaders with a confidential environment within which they can support and challenge each other to raise their game as leaders and by doing so improve the success of their organisation.

More about Bob