Written by Andrew Holliday | April 4, 2017
You can play it safe and build a perfectly respectable business. That’s an understandable choice, but nobody will remember you.
On the other hand, you can zig when everyone else is zagging and create something remarkable. It’s the risk takers that build brands that get remembered.
“I can’t stop thinking about that insanely fantastic subway tile,” said nobody.
I’m not knocking subway tile. I love subway tile. Heck, we’ve used it in multiple retail projects, and I’ve used it in home renovations. It’s a safe bet to appeal to most people. Subway tile is just a great example of something that’s good, but it’s not remarkable.
You know why we use subway tile? It’s cheap. The lack of differentiation leads to low prices. There’s no way for a manufacturer to charge a premium for subway tile.
Is your company subway tile?
Could I tell your brand apart from anyone else in the industry?
I know I want to be remembered. To be remembered, I’ll need to stand out. As hard as it is, I’ll have to go for that Moroccan tile.
If you want to build a memorable brand, you’re going to have to join me and make some bold choices.
