How does your brand stand out in a crowded industry where you’re surrounded by strong competition?
Simple. You distinguish yourself, your services, and your services from all the others.
Actually, not so simple. Drug stores, car dealers, and radio stations struggle with this challenge every day.
That’s why when you see something innovative in an industry that’s frankly not known for its style and creativity, you have to smile and give out a few kudos.
Like dentistry, for example. Can you think of a service that while necessary, is something that most of us avoid, or certainly don’t look forward to? And among the hundreds or even thousands of dentists in your town, how can you stand out in a meaningful way?
And on a smaller stage in Buffalo, New York, Dr. Eric Schroeder turned his entire dental office into a KISS shrine. In Dr. Schroeder’s practice, “dentist office music” is actually “Detroit Rock City,” “Shout It Out Loud,” and of course, “Strutter.”
After hours, he and his buddies dress up like the band, and of course, can be found at KISS concerts, conventions, etc. In the picture below, Dr. Schroeder and his buddies are with Jixster from 97Rock in Buffalo. Suffice to say, this dentist takes his KISS fandom very seriously.
You might think that this dentist may be narrowing his appeal, but in fact, his KISS-ness has been covered by local news outlets, he’s been featured on 97Rock, and he stands out like no other dentist in Buffalo.
You have to be famous for something.
And in an incredibly crowded marketplace, just another dentist – or another radio station – isn’t buzzworthy enough to make a ripple. As Seth Godin preached in Purple Cow, being good at what you do doesn’t cut it anymore. You have to be remarkable.
What’s remarkable about your brand?
How do you stand out in the crowd?
Speaking of KISS, media marketer Michael Brandvold will present his “10 Lessons I Learned From KISS At Their School Of Marketing” at the 36th Conclave Summer Learning Conference on Thursday morning, July 14, as part of Jacobs Media’s “Summer School” curriculum. This guy was an integral part of KISS for many years, so we're excited to have him on our agenda. Register here.
Thanks to John Hager and 97Rock for the inspiration for today’s post.