The Art of Differentiation
Your brand is what sets you apart from everyone else. When someone mentions your community’s name, what is the first thing that comes to mind? The name must become synonymous with the brand.
When we mention the following communities, what comes to mind?
• Salem, Massachusetts
• Hershey, Pennsylvania
• Anaheim, California
• Scottsdale, Arizona
What community or county is synonymous with these brands?
• The country music capital
• The home of Elvis Presley
• The wine capital of the U.S.
These community-brands are well known and easy to identify. But would you have ever heard of Salem, Massachusetts if it hadn’t been for the witch trials that took place over 300 years ago?
Williamsburg: Colonial history.
Scottsdale: Upscale golf and spa getaway.
Country music capital: Nashville.
Home of Elvis: Memphis.
Wine Capital: Napa Valley.
Amish: Lancaster County, PA.
Each of these communities has much more to offer than just country music or chocolate, but that’s the one thing that puts them on the map and sets themselves apart from everyone else.