Branding 101 – Law of Credentials

The law of credentials means that your business is a leader of something in your business industry. If you are a business that has been around for awhile then it will most likely be easy for you to know what your are a leader in. For example I know we are a leader in Canadian cPanel hosting, we are also a leader in hosts that blog. If your business is not the leader in something then your goal should be to find something you can become the leader in.

Lets say you own a tire shop where you replace and repair tires. This industry is pretty generic and very few of the shops push as a leader in anything. As a new business owner you can create your own leadership. For example what if you create a service guarantee that no one else offers. Something like you will have customers in and out in less then 90 minutes or your service is free. If you are the only one you just created a leadership for your self. You can then market that you a leader in service guarantees in your industry.

Marketing that you are a leader means that people will be more opt to using your service. It is human nature to own what others own and buy what is considered to be the leader. Look at VHS as a great example of this. VHS was not the better product but was a leader in providing affordable units and was a leader in providing a large variety of movies that were made in their format. Beta format was a far superior product but never toted them self as a leader because they thought that a better product would just win in the end. Boy were they wrong. VHS gained ground with each sale and then the consumers made them the leader in sales and eventually put Beta out of business.

What is your business a leader in?

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