Richard ToutounjiDirector, Meet Your Network · Connecting fitness & wellness suppliers to our marketing community.

How to Develop a Unique Brand

25 Aug 2023 · 1 min

Watch on YouTube

0:41

In this segment of the YouTube presentation, the speaker introduces the "1%" concept, emphasizing that a brand must possess a distinct, defining element—a unique selling proposition (USP)—that sets it apart from competitors. The speaker illustrates this with KFC, whose secret blend of herbs and spices serves as the 1% that transformed a simple chicken shop into a global brand. The message underscores the importance of identifying and leveraging a singular, memorable differentiator to build a strong, recognizable brand identity.

Chapters

So the next point is 1%. 1% means that you've got to have that uniqueness, you've got to have that identity, you've got to have that Michael Jordan move in your business, and that's the product and the servicing. Let me give you an example. Like, we look at a KFC example. He's selling chicken, and so you've got one chicken shop and you've got another chicken shop, but the only difference here between KFC and a chicken shop is the secret herbs and spices. That was the USP. That's the 1%. That's the difference that created a worldwide brand was literally the spices, the herbs and the spices.