Marketing 2014: Be "THE" Something, Not "A" Something.

When was the last time you ordered a Cola when you went out? If you don't drink soda, bear with me for a moment as the point will be illustrated shortly.

If you go to a restaurant and want a Cola, chances are you order it by Brand Name rather than Product Name - based on market share, this means you're likely asking your waiter for a, "Coke."

Coca Cola is recognized synonymously with the product that it, and many others brands manufacture - the Cola beverage. Despite millions of advertising dollars being exhausted to showcase Coke as taste-test loser in the Pepsi Challenge, Coca Cola still remains on top of the pyramid when it comes to the Cola market.

Why? Because Coke is a Classic. From the tagline to their logo, they have been able to concisely and firmly establish themselves as the premier brand in the Cola market, convincing consumers that Coke is not "A Cola," but rather "The Cola."

This is a lesson that holds true in all lines of business; for products and services, companies and individuals - don't be "A Something," be "The Something."

At Stitch & Pen, when we're working with clients on branding, communication strategy, social media campaigns, and content development - we use the Coke vs. Pepsi reference often. We use the idea of defining yourself in a way the is clear, and such that you connect with people on an emotional level.

• The Ultimate Driving Machine = BMW
• The Queen Of Soul = Aretha Franklin
• The Freshmaker = Mentos

The list can go on forever. Some companies don't even need to come out and say it in their branding. McDonalds is internationally recognized as The Home of The Big Mac, which certainly helps them stay atop the fast food world given the sandwich's identity to the masses as the most prestigious of burgers - (although most of us can agree that it certainly is not.)

The point here is, no matter what you do, be sure to differentiate something unique about yourself that people can identify you by. In doing so you become memorable, which is a key element to brand loyalty.

Be the cute red head girl who can cry on demand in acting auditions. You will undoubtedly stand out in people's minds as that, which will lead to more callbacks.

Be the youth karate studio grounded social skills training for kids. Sure the kids will still break boards and have fun, but you the parents will see a unique value point that will compel them to enroll with you. (This we know at Stitch & Pen, because we successfully delivered this campaign for a client in the past!)

So as you work on the brand development and communication for yourself or your business, remember to be "THE SOMETHING," not "a something."