Are there new business ideas anymore or just interpretations of old ones?
#Dr Ken Cato of Cato Brand Partners at the #Small Business Big Marketing presentation yesterday claimed that for business ideas “uniqueness is dead”. And if there are ground-breaking ideas – it becomes quickly known and copied by others. Just as I have copied a slide from Ken’s presentation yesterday – the Copy is Right image (he joked it was an ‘Old Chinese Proverb’)!
As a designer Ken strongly believes that one of the best ways small business can stand out from the crowd is through: sticking to your USP; storytelling; and, of course – great design.
He suggested that as a small business the starting point for your USP is to be reminded of why you started your business and “have the confidence to be who you think you are”. It can be tempting to look at the ‘next big shiny thing’ our competitors are doing, but if you have already carved out your niche – stick to it.
You have a story to tell – tell in your way. Storytelling can give people a reason to buy from you rather than anyone else. What is your story or what is your brand story? If you and your brand are all in one (#SchoolMum), it makes sense to be personal. If you are not your brand then create and tell the brand story.
Use good design to help you standout from your competitors. It can be tempting to want to blend in to the industry (the example he gave was the predominance of the colour blue in the mobile phone space). See my post on the influence of colour.
Instead encourage your designer to seek inspiration other fields. Create your own mood board to help your designer ‘get’ your USP. (I know some great small business designers if you need one).
And while you do have to standout, don’t freak people out. There was a saying used yesterday by #Ross Cameron of Cameron Research Group “only be seen to be 10% smarter than your customers” or you may alienate them.
Do you think uniqueness is dead? How do you plan to standout from the crowd?
