What is brand ONLINESS statement and how do you write one?
How do you differentiate your brand in an extremely cluttered marketplace?
By using a traditional differentiation: Me-too or another of that kind.
Or by adopting a completely radical differentiation: BEING THE ONLY ONE.
Keeping up with your competition is not enough. You have to out-position, out-maneuver, and out-design your competition.
In his brand strategy book, he introduces this new rule. When everybody zigs, zag.
But how do you ZAG?
Of course by starting with your ONLINESS statement. The only statement that radically differentiates your brand from the competition.
It’s like a rich elevator pitch that tells:
- What you do?
- How you do it?
- For who (whom) you do it?
- Where you do it?
- Why you do it?
- When you do it?
In a nutshell: It tells what makes you the ONLY.
How To Create Your Onliness Statement
Fill in the blanks: “My brand is the only _______ that ________.”
[COMPANY NAME] IS THE ONLY (CATEGORY) ____________
THAT (DIFFERENTIATION CHARACTERISTIC) ____________
FOR (CUSTOMER) ____________
IN (MARKET GEOGRAPHY) ____________
WHO (NEED STATE) ____________
DURING (UNDERLING TREND) ____________
Let’s Fill This:
HIWRITA’s ONLINESS Statement
[HIWRITA] IS THE ONLY (COPYWRITING AGENCY)
THAT (HELPS SMALL BUSINESSES BECOME BIG BRANDS)
FOR (SMALL BUSINESSES)
IN (ISLAMABAD, ONLINE)
WHO (ASPIRE TO BE UNIQUE AND AUTHENTIC)
DURING (IN THE AGE OF LOOK ALIKE STARTUPS)
Your Final Version Should Look Like This:
Hiwrita is the only Copywriting Agency in Islamabad that helps small businesses that aspire to be unique and authentic in the age of look alike startups become big brands by providing them with unmatched brand strategy, content strategy, and SEO copywriting services.
- Tutoria.pk is the only self-learning platform in Pakistan that helps school and college goers study, prepare and practice all subjects online at their own pace and preferred time.
- Hamdard City is Pakistan’s only community first housing project that offers a perfect spot for your future home for a highly affordable price in an accessible and nature-surrounded community.
Do you have your ONLINESS statement? If not, how about I help you with writing one? Request a free 30-minute consultation and I’ll give you a head start.