Even in the midst of all the revolutionary sociological changes and technological advances in communications and going to market, some things remain the same. One of these is the foundation for branding. It’s based on the three attributes in this question: Is the brand compelling, credible and unique? Or asked another way, through the customer’s eyes: “Why should I care?” “Why should I believe you?” and “Why you?.” Hence, the three Y’s of branding.

Let’s take the first Y—Why should I care?

Let’s face it, most people don’t really care about you or your brand. You’re an annoyance, part of the noisy world interrupting their train of thought. The first thing a brand needs to break through is to be relevant to the consumer. Find out how they think, how they feel, what motivates them. Offer solutions to their pain points. Disseminate content that is meaningful and useful to them. It’s about THEM not you. Also remember that a brand is more than features and benefits; it’s also emotions and imagery. For example, FedEx provides overnight delivery, but the brand delivers confidence.

The second Y—Why should I believe you?

Customer trust is at an all time low. We’ve all been burned by empty claims. Credibility is never granted; it is always earned. Look for reasons why your customer should believe you. There are many ways to bolster your credibility, from demonstrations to test results; case studies and testimonials. Another way is to study how your customers really get things done. The more they see you understand their situation, the more they will trust your recommendation.

And now the third Y—Why you?

Identifying a point of differentiation is essential in building a brand. If your brand does not communicate the difference you provide, the consumer will find little reason other than price to purchase it. You will become a commodity. It’s hard work, but every company can find that nugget of truth where they excel and are unique to the market. It may be you are the innovator in your category, striving to be first to offer new products and services. Perhaps it’s your customer’s experience—how they do business with you and trust you. Possibly you are the specialist, not attempting to meet the needs of an entire market but specialize in one particular aspect. There are many strategies for finding what makes your brand unique. The key is to find one. If your brand isn’t something special, why should someone buy it?