If you asked everyone in your organization to name three things your organization did better than anyone else, would the answers all sound similar? If you asked your clients the same question, would they echo your thoughts? What about your prospects? Are you the best kept secret?
Every industry, every marketplace is crowded. You must have a unique, defined value proposition that is easy for everyone, inside and out, to understand and repeat. You must have visuals that convey your brand’s promises that are easy to understand and easy to share.
If your five-year-old daughter doesn’t understand, neither will your prospects. And, like you were explaining to a five-year-old, you continue to be consistent and simplified or it all unravels.
Bigger POP is about being different, a distinguishable message, standing out in the ‘me too’ world. You have to have a value proposition that will POP.