305.234.5617

IDEAS, INSPIRATIONS AND A FEW OTHER THINGS

How can I differentiate my business

 

How can I differentiate my business?

Ask a lot of HOW questions.

A lot is written about WHY you do what you do, WHO is your target audience and WHAT you offer… And these are all important, but the HOW questions are too often placed in the back seat. Maybe not so much for us creative types — after all, we have HOW Magazine — but it has been my experience that business owners struggle with this word and with this question. I believe there’s a good reason for it.

HOW is the creative person’s word.

How are you unique? How can you stand out? How can you make the customer experience more memorable? How can you innovate your services or products? “How” questions help us avoid being average and boring — in other words, they keep us from being forgettable. (More on how to stand out in a crowded business world?)

If you look out there at the sea of creative work, you’ll have visual proof of my point. Most design work is just OK. Most advertisements go unnoticed or are ignored. And I guess as creatives, we must take responsibility for it. After all, that’s our job and we shouldn’t really use the pressures of deadlines, budgets and easy fixes as excuses for not developing unique designs.

However, you the customer are also at fault. You go about looking to invest in marketing or advertising, betting that the newest technology or social media channels—or what you have to offer—is all you need to gain your audience’s attention. You do not realize that from the get-go, you need creativity to get customers to notice your products or services and that only through creativity can you make your product and customer experiences better, too.

Yet, in fairness, the ultimate guilty party and the catalyst of the whole debacle is our culture. We’re being programmed by free and low-cost design templates, cheap logos, cheap photos, and my ultimate favorite, pre-fabricated, ready-to-go blogs. All of it pushing cheap, quick, generic, one-size-fits-all stuff out there for us to see but does little in making us pay attention. Then you add to the mix that there are technology-savvy business owners who know how to use a few graphics tools, which results in the proliferation of mass-produced forgettable design work. It’s served to us day in and day out. So what are consumers to do? Ignore it? What are creatives to do? Ask more “How” questions.

Why ask HOW?

Every business promise, campaign idea, brochure, website or offer can be made better and more memorable by asking the right questions, and many of my personal favorites start with “How?”. How can I better convey my customer’s value proposition? How can I amplify its uniqueness? How can I make this website more engaging? How can color help me tell the story my customer wants to convey? Creatives love “how” questions because they force us and our customers to create and imagine something new.

And “how” questions are not only great for designers and advertisers, they are also great for those who genuinely wish to improve customer experience or innovate an industry. Uber, for example, transformed the way we moved around urban locales, Tesla re-imagined a whole industry and Amazon changed how we shop for just about everything. You can bet these companies asked a lot of “how” questions, and yes, of course, they asked many other questions that started with “why”, “who” or “what” but “how” still remains the question that forces imagination. Want to know why? Because “why” questions bring about context, “who” and “what” questions garner specifics, but “how” questions leave space for coming up with non-specific answers with something new that hasn’t been created. As stated before, “how” questions leave space for imagining the unknown, for dreaming, for creativity.

Asking “How?” will help you differentiate yourself; it will help you create a unique design, a clever campaign, an innovative use of a marketing channel, a better brand experience or revolutionize an entire industry.

So ask yourself, is your brand unique enough to be remembered? If you aren’t sure, start asking “how” questions and allow yourself to find the unknowns.


Daisho Creative Strategies helps image-driven businesses create beautiful, bold brands through an immersive process and big-brand experience. Contact us if you would like help on presenting your brand in a unique memorable way. Daisho is headquartered in Miami, Florida and focuses its work on branding, website design and print design.

“Frank and the group at DAISHO are extremely professional and creative. Their work in developing our new brand and our social media initiatives have brought significant attention to our firm. We look forward in continuing to advance the firm with DAISHO's assistance.”

 

— Julie Salas —
March of Dimes

“Frank is a one stop shop when it comes to design, printing and web presence. He immediately engages you grasping the project quickly and he always goes the extra mile. He has a knack to inspire and make you and your Company shine! I have personally used Frank's talents on numerous projects and I will be back...over and over.”

— Vlademir Golik —
Keller Williams

“I collaborated with Frank closely when I worked at Med-Tek. Frank and his talented team at DAISHO did a great job delivering striking and high quality designs including logo, product packaging, corporate identify guide, marketing collateral, web design and development… the list goes on. Frank works really hard to ensure the delivery of all projects on time with uncompromising results. Frank is a person with candor. With Frank, we can surface, debate rapidly and acted upon ideas. He is also a humble person with a big heart; he helps and hosts small business networking events and volunteers with charity organizations. I am privileged to have known and worked with Frank.”

— Aileen Fan —
PR Professional

“I had the good fortune to have been able to work Frank on two different projects. Not only is he one of the truly creative people in this market, his is also strategic, smart and a pleasure to work with. He manages to find the right path to a solution for any creative challenge. Whether it is a major branding project or a simple brochure, Frank will not only get the job done, but get it done with superb results.”

— Alana Perez —
Florida Grand Opera

“Working with DAISHO makes my job easier. From inception to completion, I can always be confident that my project is on track, in terms of goals, deadline and budget. Their team of professionals also provides an invaluable marketing perspective, even to seemingly minor projects, that helps keep our branding and communication initiatives focused. I'm always impressed with their attention to detail, and their level of customer service. DAISHO is an excellent partner in helping me achieve my business goals.”

— Ana Poveda —
Communication Director
Westminster Christian School

“Frank Irias has been such a great addition to our March of Dimes - Signature Chefs committee, providing meaningful suggestions to constantly improve & promote our event to make it a smashing success. He's always lent us a helping hand with wonderful designs for the event, and even created & designed our new Loyalty Card. Frank also helps us with designing eye-popping ads & invitations for our organization. I am truly lucky to have had the chance to work with him, and we are very fortunate to have him stay on-board!”

— Angelica F. Ramcharran —
March of Dimes

“Frank is an incredibly creative designer who thinks outside of the box. He completely re-branded all of our materials and exceed our expectations. The final product is beautiful and clearly meets (and exceeds) all of our needs. He is a pleasure to work with and we continue to use his services for other projects. I highly recommend him, you will not be disappointed.”

— Cathie D’Arcy —
St. Stephen’s Day School

“Frank is an incredibly creative designer who thinks outside of the box. He completely re-branded all of our materials and exceed our expectations. The final product is beautiful and clearly meets (and exceeds) all of our needs. He is a pleasure to work with and we continue to use his services for other projects. I highly recommend him, you will not be disappointed.”

— Cathie D’Arcy —
St. Stephen’s Day School

“Frank is extremely creative and especially talented at branding an organization and presenting amazing ideas. He has the ability to provide an up to date look to a company (logo, web, collateral pieces) while still maintaining the company history and core values. His creative talent and his interest in understanding the company he is working for intimately is reflected in his outstanding work. I had the pleasure of working with Frank while I was the marketing director for a local credit union and I would hire him again without hesitation.”

— Christine Redmond —
Marketing Director
South Florida Federal Credit Union

"I just wanted to drop you a note of thanks for the great work you did on our K'Alma Website.  Your insight, expertise, patience and constant willingness to engage with us, despite the hour, made the entire process enjoyable, enlightening and a great experience from start to finish.  We are so pleased with the outcome of our work together that you will be our go to company for everything we do moving forward and will gladly give you glowing referrals if they are ever needed.  Looking forward to our next project together."

— Craig Carter —
K'ALMA
Spa Concepts & Management

“Frank has consistently turned out excellent results for us across a broad range of our business lines. His firm has always delivered exemplary results for us. They have completed corporate identity packages, web design, graphic design, advertising layouts, brochures, trade show booth designs, and much more for all of our businesses, for more than five years. The entire team at DAISHO is excellent, they manage our needs of the usual quick turnaround times, at a reasonable cost, on all projects. When people ask me where we have our design work done, we refer them to DAISHO. And while you are reading this "glowing recommendation", I can assure you, Frank is not a relative, and he did not pay me to write this!”

— David Schwedel —
Executive Director
Coalview, Gables Energy, DAS Family Holdings,

 

“Frank is perfect balance between creative concept. market branding and flawless execution. Professional to work with and stays on track.”

— George Contorakes —
Commercial Photographer

“This team is made up of an amazing group of professionals that are passionate about what they do, always thinking outside of the box, extremely talented and creative, and most of all they deliver in excellence.”

— Isabel Gallego —
Founder
Urawk Energy Inc.

“I consider Frank the best marketing person I have met, and also a friend. From humble beginning to hard earned success, Frank stood by me personally and professionally. He helped us grow, and always offered honest advice.”

— Justin Beckham —
DeFabio Beckham Solis

“Frank is extremely creative! He is determined to provide the best service possible to his clients making him accommodating and professional. His enthusiasm is important and is what makes each job unique!”

— Karen Egozi —
Epilepsy Foundation

“Frank developed several integrated merchandising and print campaigns for our brand and helped evolve the look and feel our external communications that resulted in increased sales!”

— Kim Miller —
Pollo Tropical

“I worked with DAISHO Creative (led by Frank Irias and John Keepax) for over 10 years while I was with Royal Caribbean. They were more than dependable! There was nothing they would not do for Royal Caribbean as a partner. They took time to understand the brand and were able to deliver extremely well on a very wide variety of marketing projects. I would definitely recommend them to others in need of marketing support.”

— Michelle Yanda —
Marketing Manager
Royal Caribbean

“Frank has an incredible ability to find the hidden message within your company that your current and potential customers need to see. He is an extremely creative, detail and results oriented person that will set your company miles ahead of your competition. I highly recommend Frank and DAISHO Creative Strategies as your final stop for your marketing strategy needs.”

— Miguel A. Lopez —

“I’ve had the pleasure of personally working with Frank for about two years now through the annual (Miami) March of Dimes Signature Chefs & Wine Extravaganza event. Before meeting him, he was already involved with this event for several years. Frank is a dedicated committee member and one of the most disciplined and professional people I’ve ever known. He goes above and beyond to help us and really cares about the March of Dimes mission -- which is to improve the health of all babies, by preventing birth defects, premature birth and infant mortality. I know without a doubt that I can count of Frank to help me in designing marketing materials for our event – he not only delivers on time, but he delivers top quality work as well.”

— Nanette Molina —
Marketing Manager
March of Dimes

“Frank and the group at DAISHO are extremely professional and creative. Their work in developing our new brand and our social media initiatives have brought significant attention to our firm. We look forward in continuing to advance the firm with DAISHO's assistance.”

— Ray Zomerfeld —
Vizcaino Zomerfeld