Every business has something that makes it unique from their competitors. This uniqueness is what drives loyal customers and makes them stay with a business, even if they are more expensive, farther away, or offer fewer services.
What makes a company unique is what we consider their “excitement factor.” It’s what makes customers excited to work with and buy from you, as well as what makes you and your employees excited about what you offer.
Why it matters
The excitement factor is important to identify because it can be used as leverage in your branding and marketing strategy to shape your offerings and drive new sales. Simply put, when you figure it out, it’s time to tell as many people as possible about it.
To help better understand the excitement factor and why it’s so important, let’s look at a few examples of companies that lead with what makes them unique.
- TOMS Shoes: For every pair of shoes they sell, they donate a pair to a child in a developing country.
- Zappos: They offer 100% free shipping with no minimum and accept returns up to one year from their purchase date, no questions asked. Their commitment to customer service is unparalleled.
- The Bouqs: Their flowers are sourced responsibly from fields near a volcano and they offer simple bouquets at unconfusing price points. (It also helps that their website design is modern and extremely easy to navigate.)
- GoldieBlox: They offer toys specifically for girls in non-gendered colors to help promote more women in STEM fields.
As you can see, these aren’t “just” e-commerce companies. They each have a unique identifier that resonates with customers—making them enthusiastic and loyal buyers.
Defining your excitement factor
The best way to figure out your brand’s excitement factor is to, first, revisit your mission statement and the founding values that shaped your company. Pick out the qualities that have been upheld over time and see if that translates into something valuable about your company that you can leverage.
Then ask your employees and loyal customers what makes them stick around. Compare and contrast their responses with what you’ve uncovered about your brand’s mission and values, and pull out any common themes or traits that you notice.
If you need help identifying your brand’s excitement factor, you can request a free content analysis to get custom insights on your brand’s current strategy and learn how MoxieDot can help you revolutionize your ROI through long-term content strategy and planning.
Image via Pixabay
Kelsey Jones
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