Written By: Kimberly DeShields-Spencer
It represents high value and exceptional quality luxury. When someone receives this blue box they instantly feel valued by the one giving them this box.
Tiffany blue box was first introduced in 1837. The color known as Tiffany Blue was selected by founder Charles Lewis Tiffany for the cover of Blue Book, Tiffany’s annual collection of beautifully handcrafted jewels, first published in 1845. Tiffany Blue is also referred to as robin’s-egg blue or forget-me-not blue, this distinguishing color may have been chosen because of the popularity of the turquoise gemstone in 19th-century jewelry.
It is amazing that he realized early on the importance of brand positioning at a time when few people thought about such things. He determined blue that would be associated with Tiffany and introduced the box, knowing that he could differentiate gifts from his store that were presented in the distinctive box. To this day, the blue box is one of the most coveted and most protected brand attributes of Tiffany. Without the box, the value of the contents reduces instantly. With the box, it becomes a true piece of differentiated luxury.
Tiffany’s classic Pantone No. 187, Blue Box demonstrates that a brand can maintain its relevance in a competitive market over more than 150 years by being consistent in its brand attributes and associations. Tiffany retains a differentiation strategy of highly perceived value--incremental costs of their jewelry might not be that much higher than competitors, but the perceived worth to customers is much higher and they are willing to pay more to get a Tiffany item.
One would argue that there is stronger quality jewelry than Tiffany’s. That may very well be the case. However, the brand has been positioned so strongly in the market that people focus on the perceived value of Tiffany’s versus the actual value of the jewelry the box contains.
This brings me to you.
Does your brand standout?
Does it have a strong point of differentiation?
Is your name synonymous with what you specialize in?
What does your audience think about when they hear your name or the name of your company?
Let’s go one step further. Developing a strong brand is more than creating what makes you different. Your brand needs to be consistent all around. Whether I go to your website, social media outlets, blog, or attend your event, I should clearly see consistency across your brand.
How can you create brand differentiation?
Through Your Story. While some people’s journeys are like yours, no one has walked in your shoes. Your story or stories gives you a distinct value differentiator.
Through Your Style. One element we forget in business is to have fun. While some information is the same, how you choose to deliver it can set you apart. Remember, there are seven different learning styles that you can appeal to. Explore, have fun, and deliver information in your style.
Through Your Stance. You make the choice on how to enter your industry. Too often, we don’t really craft how we want to roll out our brand and message to our audience. Make an impression that causes your audience to want to get to know you more. How do you do this? By simply being you-infused into your brand.
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