A long story short, a few months before the iPad 2 came out and everyone was buzzing about what Apple might do to make the new iPad a step ahead of what the original was, I had an interview with a branding company because I was looking for a change from tickets and this was something I knew that I was interested in and good at.
Anyway, one of the interview questions was talk about a brand you really admire and I said, “Apple." This led into a discussion of how they could expand their brand from what they currently do, and I said, "they could develop a line of accessories that works with their products. Something with a ‘Wow!’ factor that eclipses the accessories that other companies make." Obviously my suggestions and that discussion didn’t impress the head of the branding company, but I’m glad that Steve Jobs and I were on the same page.
Not to go nuts or anything, but that leads to a larger concept, Apple is constantly in the process of reinventing itself within what it does. So should you and your company, product or service. So here are some ideas and thoughts that I have collected over the years that may be helpful.
1. Opposites: Do you have a competitor? Are they kicking your ass? How? Can you take what they do and improve on it by reversing something?
2. Magnify/Minimize: What does your company do? What do your customers love about it? Hate? What about magnifying that thing that you do that everyone seems to love? Or, if you are selling a product or service, can you magnify the benefit? Minimize the possibility of loss?
3. Adaptation: I used to be in nightclubs and entertainment, we were hopeless thieves of ideas that we saw in other places or other industries. Can you do that? Is there an idea that you have seen somewhere else that you can apply to your business?
4. Exaggeration: Here’s a good explanation of exaggeration in advertising. And, I know that the buzz is about being authentic, but I think you can still exaggerate some of your best benefits without being inauthentic, as long as you can deliver.
5. Addition/Subtraction: Are you selling a service? Can you add a written guide or some kind of benefit to your expertise? Or, is there a typical problem with servicing clients or the time it takes? How about subtracting some of the pain of the wait for service?
6. Combining: One of my favorite services was this drive up coffee shop in Seattle near my friend’s house. If you’ve been to Seattle, you know people take their coffee seriously and this was a great combination of the drive thru and the coffee shop. Are there aspects that you can combine in your business that will add more value?
7. Rearranging: I was reading a book that said theatre in the round is a good example of turning something around and rearranging it to make something with a different value, and maybe you have a product or service that will a little work can be retooled to do that too.
8. General Purpose vs. Special Purpose: Or, if you prefer, can you niche something down or expand what your niche is into a more general area? One of my first successes was with an auto detailing company that I started at 18 to help me pay my way through college. I started out just dealing with individuals cars, but eventually I was able to take my expertise in auto detailing and create a new special service that was aimed at fleets of cars, vans and trucks, that were used for business purposes.
9. Time Frames: Can you guarantee success or results within a certain time? Is there something you do that has immediate benefits? Or, if you begin applying a technique or idea, will the benefits equal a certain amount within a certain time? Yes, use that!
10. Packaging that sells: This is more products than services, but look at a bookstore for inspiration here. Have you ever been searching for a book and not had any clue what you wanted to read? Sure…everyone has. Now, how did you pick a book out of all those different ones? Maybe you picked the one that was "NY Times Bestselling Author” or that had a really interesting cover or that made a really outstanding claim? That’s packaging. Use it in your product or service, whenever possible.
11. Specific Solutions: When I was a kid, I remember that Cross Trainers were the shit. I loved them. I thought that shoes that were adaptable to any activity were awesome! Now, I run a ton….what do I buy, running shoes. Can you apply a specific solution to something you do?
12. Coined Terminology: These are those crazy words that everyone seems to be making up and using all over the place like #carmageddon was made up to talk about and describe what traffic would be like in LA for that weekend in July. Is there something you can do with your brand name, industry or service that is catchy and leaves an impression?
13. Symbols: My favorite symbol, if you know me, is Big Al. Big Al is the sports mascot at the University of Alabama. To me, he is the perfect symbol of awesome. Other symbols that are pretty cool and may give you an idea of using a symbol in describing your business are: The Philly Phanatic, The GOP elephant, the Democratic Party’s donkey, and the Fail Whale.
14. Technology: There are countless ways that technology has improved most peoples’ lives. But, look at your customers and try to imagine that they aren’t as advanced as you are. What kind of technology can you add to your offering that will bring them closer to your brand, product or service? Can you create a members’ only website where the client can get support? Is there an app that they can download that will enhance the use of your service? Go crazy! Technology is your friend and should be used to offer value to your customers.
I realize this is a little longer than I usually go. Hopefully you find something you can use here. Let me know in the comments section.