Know-How Exchange : Branding

Congratulations on starting your new business. Instead of simply being unique, is there something different about your water that customers will care about? Is it better tested? Is it visibly clearer? Is it in unusual sizes? Does it have any minerals or vitamins added? Does it taste better? It's vital to understand how your prospective customers choose their water purchases, and then to offer something that others can't or won't.

What's the provenance of the water? Does it have unique mineral content or a particular source? How are you distributing it - bulk delivery, supermarket, bars, restaurants, delivered to offices, for water coolers, sports centres or gyms, vending machines? What's the container like - plastic, glass, shaped, easy-pour, color glass, easy-carry, sports top, large scale? Do you have any celebrity endorsements or vitality claims? If it's just water for everyday use, what service aspects do you cater for - order by mobile phone, guaranteed delivery, early delivery or doorstep delivery? Do you plan loyalty discounts or promotions?

For your "unique marketing" begin by developing a Positioning Statement that lays out WHY your target audience (or segment) should select your product instead of a competitor's product. It's the substantive differentiation that will drive the uniqueness, not some irrelevant glitzy marketing ruse.