Entry 06: You Better Believe It That You’re Something Special.
Angela DiMarco
Creative, Author, Co-Founder / Chief Creative Officer of Phenom Publishing
“Every setback now but a chance to grow
If further proof that you're PHENOMenal
You better believe it that you are something special.”
Something Special, by Pearl Jam from their new album Dark Matter
Leading this week’s article with a gratuitous nod to my favorite band, who I happen to be going to see tomorrow (Thursday, May 16th, 2024) in Las Vegas (eeek!), but I digress…
Do you know how unique and special YOU are? Seriously, there is no one like you on this planet. No one has walked in your footsteps. Only you know what you’ve truly been through, worked through, and overcome.
Take a second to feel that truth.
Then give yourself a pat on the back or maybe even hug yourself and celebrate your uniqueness!
You’re probably saying, “Okay Angela, that was fun and all, but what does that have to do with branding?”
Good question, young Jedi. The answer is: everything.
In my previous articles, I have been discussing the elements of your brand DNA, namely your vision, mission, core values, and how to articulate them in a meaningful way that is true to the essence of who you are.
Once you have those elements on lock, the next step is to articulate your brand positioning. From my perspective, great brand positioning is a statement that concisely sums up the unique essence of a company, the brand DNA in its entirety. It’s what makes it tick. From a brand developer’s perspective, it inspires the visual identity of the brand, which is my favorite part of brand creation!
When I started my brand and creative services agency, The Thirsty Creative Group, in 2010 (now UPCcreativeservices.com), one of my first (and most satisfying) branding clients was a physical therapy practice. After crafting their core values, vision, and mission, I will never forget sitting around my apartment in Brooklyn with my colleagues chewing on the statement that would become their brand positioning. We pulled words from all of the elements we had crafted thus far and wordsmithed the line until it locked in.
Have you ever tuned a guitar or any instrument really? If so, you know that feeling when the notes are perfectly aligned, and it feels so sweet, so complete? That’s the same feeling I get when crafting a brand positioning statement. I keep chewing on it until I get that note pitch perfect.
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The physical therapy practice’s brand positioning statement was “Beyond Complete Confident Care.”
Short. Sweet. Authentically true. Perfectly aligned.
Brand positionings are not meant to be customer-facing taglines, but rather essence statements that inspire the brand's visual identity.
As I was designing the logo concepts for the practice, I wrote the positioning statement across the top of my sketchbook, and I would say it in my head as I sketched out potential ideas. The chosen logo represented this so beautifully and the brand essence was permeated in every tactic and touch. (See the work here.)
There are plenty of brilliant resources on the Internet on how to craft a positioning statement, many of which teach how to write more of a paragraph that hits on a few points of uniqueness. My approach is to K.I.S. (Keep It Simple). The more words, the muddier the inspiration. If my approach doesn’t resonate with you, research ways that do, and please share any insights in the comments. I just love a good dialogue around anything branding!
No matter what, though, just remember, at the end of the day, your brand positioning is what makes you unique, and that you’re something special!
Hi, I'm Angela DiMarco. I specialize in guiding businesses to express their unique brand with authenticity and creativity. With over 30 years of experience in branding, marketing, and advertising, I possess an intuitive knack for uncovering the soul of a company. From shaping your visual brand to connecting with your audience, my goal is to empower you and your organization with a sturdy foundation. Learn more at UniquelyPhenom.com or DM me to set up a call.
Dana Sardano and I are your super professional and buttoned up 😹co-hosts of Going Commando with Angela & Dana Podcast. Check us out for a good dose of authenticity and wisdom, and the occasional epic burp.
I am also the author of Uniquely U. Update #52: The Birth of a Bright-Eyed Entrepreneur, available at Phenom-Publishing.com or an Amazon near you 😉. In my debut book, I share the tumultuous journey of starting a business.
“Angela reveals herself without inhibition…We can feel her angst and the insecurity of her inner child holding on for dear life as her warrior spirit takes over with fierce determination…a true window into the evolution of Angela’s soul and each update gives us a greater glimpse into her star power and creative genius.” ~ Dana Sardano
Creative, Author, Co-Founder / Chief Creative Officer of Phenom Publishing
7moRob DiMarco I think you’ll appreciate this week’s article inspiration!