Brand Positioning: Why The Right Uniqueness Is Built On A “DNA”

by Sean D'Souza

brand positioning, Psychotactics, positioning


Most of us think up a uniqueness or brand positioning and then worry about one thing: that the uniqueness will quickly get obsolete.

And it’s true—your uniqueness will quickly get obsolete if all it’s really doing is trying to be the ‘flavour of the month’.  Or you could create a DNA factor.

So what is the DNA when it comes to positioning?
Let’s suppose you’re a teleconference company. And you say that your equipment is so darned good that a conference like being in the ‘room next door’. Now what does that mean? Sure it means that your equipment is the latest and the greatest. But that can quickly become obsolete, right? It’s easy enough for other companies to do the same. And pretty darned soon everyone has the very same equipment. And boof, your uniqueness is shot to hell.

Your brand positioning can’t just depend on some marketing campaign. It needs to work off a DNA.

Oh no it isn’t!
Your uniqueness is only in trouble if you use it casually—like a marketing slogan. But if it becomes your DNA—ah, now you’re so focused on ‘room next door’ that you do everything you possibly can to recreate that experience for your customer. You may, for instance, require your customer to go through some training to get the best sound quality from the teleconference.

You may post videos and information on ‘Why teleconference sound is crappy—and how to avoid it’. You may have teleseminars or teleconferences that treat all the other features as nice-to-have, but focus solely on getting absolutely stunning sound. And you may have recording systems that record high quality sound. In short, the whole fixation of your company will be with sound, sound, sound and yes, sound!

You stop focusing on every feature and build your DNA around the clarity of the call. 
That’s when you get to be known for one thing. But more importantly, everyone in your organisation is um, crystal clear why the company exists; why they exist; and what’s their mission. This clarity goes out to the audience and they in turn decide not just to choose you for your nice slogan, but because you spend your days and nights living to create great sound.

Audiences are smart. They can figure out when you’re just running some stupid slogan. And when you live, breathe, eat and drink your uniqueness.

Bon appetit! 🙂

So do you have questions about DNA? Or examples of products or services with a strong DNA?

P.S. Introducing the Uniqueness Mastery Home Study
The Uniqueness Mastery Home Study is a precise system that enables you to get your product or service to stand out. And not just stand out in a garish, uncomfortable way, but in a manner where the customer knows exactly why they’re choosing you over the competition. It follows a system that that shows you how to get to your uniqueness.  Find out more Uniqueness Mastery Home Study

{ 12 comments… read them below or add one }

Wiz January 27, 2012 at 11:19 pm

Gee, whatever made you think of “teleconference sound quality” as an example… 🙂


Sean D'Souza January 28, 2012 at 6:45 pm

Well, to be fair I have used this in previous uniqueness courses. But yes, it was stop of mind.


Sean D'Souza January 28, 2012 at 6:46 pm

That should’ve read “top” of mind.


Andy January 29, 2012 at 11:07 am

(GRIN!) I rather *liked* “Stop of Mind”… it was Unique!


Todd Smith January 28, 2012 at 5:15 am

OK. Now you’ve got my attention. 🙂

I’m really looking forward to this course.



Sean D'Souza January 28, 2012 at 6:44 pm

I’m glad because I’m very excited too. Still working on the structure of the course.


Tim Kisner January 30, 2012 at 6:06 pm

What a great example! See – at first I thought you were going to say that sound quality is a poor choice for uniqueness because it’s based on something anyone can copy. To wit, “quality equipment and the latest technology”.

But your bigger point (I take it) is that this is ALL they’ll do. If you or I go beyond, way beyond, and make sound quality a part of your code – your DNA you will own the uniqueness.

See you inside the Beltway!


Sean D'Souza January 30, 2012 at 11:06 pm

That’s exactly correct! It becomes who you are and you get known for that uniqueness alone.


Sean D'Souza January 30, 2012 at 11:07 pm

What’s the beltway?


Tim Kisner January 31, 2012 at 5:37 pm

The “beltway” is the Interstate highway ringing Washington DC. It is often referred to in many contexts – politics, economics, and culture for example. To be from “inside the beltway” is sometimes seen as good…sometimes not so good.

But forget all of that – I’m just looking forward to seeing you and my fellow workshop attendees there this Spring. It’ll all be good!


The Dance of Shiva January 31, 2012 at 3:55 am

I remember reading a blog entry about the president of south west airlines. Whenever faced with a question or problem his answer was simple, “will this help make us the cheapest…” or something like that.

Just prior to getting this email I thought I had my uniqueness but then this made me look at it (and my product again.)

It’s turning into a very interesting challenge.

I think I’m going to have to start at the beginning again, 15 points, then 3 then 1. (and don’t stuff it.)


Joe Kennedy March 6, 2012 at 11:15 am

Sean you really hammer home the point about emphasizing one’s uniqueness!
We specialize in home courses for dyslexia and dyscalculia.
We are able to demonstrate per customer recommendations, with full names & addresses, that their children improve on average of 3.1 grades in reading, spelling and arithmetic.

Without doing reading, spelling and arithmetic exercises.

Would you recommend using this uniqueness as a message/logo on our site, in our newsletters and all of our communications?


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