Points of Distinction: A Brand that Exists or a Brand that Stands Out?

Here at FUEL, we’ve been helping companies identify and communicate unique value propositions for more than 20 years.

Like humans, no two companies are truly 100% alike. Yet many emulate one another rather than search out what makes them distinctive and worthy of existing in their own right.

It’s easy to understand the tendency to draw inspiration from the category leader – there’s genuine hope with this approach that something good rubs off on them.

But this also means many competitors will be working from the same playbook, so you’ll all try to outshout each other with the same message and presentation.

I refer to that as “The Noise” in business communication. Without even knowing your industry, odds are very good there is a lot of noise.

Rare is the company that differentiates and distinguishes itself from the noise. It’s the ultimate hedge against becoming a commodity in your chosen market channel.

This is the road less traveled but a road that leads to real success in business.

It can only be accomplished by companies who bring unique benefits to the marketplace.

Are you bringing unique benefits to the marketplace?

If so, a solid brand that uniquely positions you in the marketplace will be your ticket to greater prosperity and will give you leverage in competitive business pursuits.

Give us a call or shoot us an email if you’d like to see if your company might be a good candidate for a brand evaluation.

– John M.

Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies