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Instead Of Being Different, Be Distinctive.

I come away from my podcast interviews and feel like I’ve just walked out of a university lecture hall, where I could be taking a business degree. Although I know, that no degree could teach what I’m hearing! Because it’s the accumulation of experience, sweat, tears, the joy of an entrepreneur’s specific journey that I’m hearing. It’s the stuff people should be taught, but never could. It’s mine and your, own university of entrepreneurship.
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And every time, you can kid yourself, that at some point an interview will repeat itself. As in, the journey, advise, learnings will be very similar to someone else. But never has this happened and nor do I think it ever will.
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“Don’t just look to being different, look to be distinctive” Sam says in this week’s podcast, where I interviewed the founders of Sipsmith. “USP’s suggest a rational difference.”
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Never have I heard this!!! And I adore when my mind screeches to a halt and screams “WHAAATTTTTT!” Turning everything I thought I thought on its head. But of course, Sam is totally bloody right. Unless you are making a car, coffee machine or vacuum cleaner etc – it’s not about the technical USP of your product. It’s not the widget that makes a brand stand out. It’s the distinctiveness of what you create – that’s what it’s all about.
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“A distinction is about memory, it’s about sensing, its the emotional part and I think that’s brand, personality, tone of voice, look & feel, you actually can’t create that, it’s just sort of comes together, sembiotically, and it’s the sweet spot. So we talk a lot about what’s distinctive about that? When we do something at Sipsmith, we make sure it’s done with memory in mind, making sure there’s that connection.”
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I don’t know about you, but that has made so much sense to me. I’ll be using this now in my everyday business life and will try and help people see this. In this day and age, where we believe we can tick box so much in life, we need to remember the elements that are handcrafted, take time, takes soul. These are the true things that make you stand out. That’s where the heart comes from in branding. Thank you, dear Sam and Fairfax XX


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