Dear Dreamers and Doers,

Another month, another truth! Thanks for following along with our 2024 series revealing DRMTM’s ten Bold Brand truths from our signature workshops. You can catch previous articles on our website under Thoughts.

What’s #4 on the list for creating a bold arts and culture brand?

What makes you different makes you desirable.

We are a people in pursuit of the exceptional. We want the shiny new thing, the stand-out style, and often wacky but definitely-different-version of the ordinary thing. That’s why we love scrolling through 4,000 Met Gala photos to view what is the most creative, compelling or off-putting designs one can wear. The sky’s the limit, but for heaven’s sake DON’T BE BORING. Don’t offer us the same. And we’ll adore you for it.

Human nature craves something special, unique. But special and unique are also incredibly subjective and personal to each one of us. Arts and culture organizations can labor under the burden to constantly shift, entertain and captivate — only to miss the mark at the most fundamental level of your brand and stray from what makes you “you.” So how do you show your community how special, unique and different you are from the organization down the road?

In branding, this is differentiation. Let’s break it down by the DRMTM definition.

• Differentiation isn’t just one thing — it is found in all the ways you set yourself apart in meeting your mission. It’s about character, distinction and delivery. Difference should be rooted in higher purpose, brand culture, and an authentic connection with community.
• Difference doesn’t have to be BIG; it has to be REAL. Trends hold us for a moment, but authentic, memorable brands last forever.
• Difference can’t sacrifice consistency. Reliability builds trust in who we are and what we offer.

How do you know what makes you different and desirable? Do Our Differentiation Check-Up.

• Go straight to your core values and take a good look. Do they sound like everyone else? Could they belong to the bank down the street? Do they use standard, overused words like quality, excellence and innovation? If so, you need a messaging makeover. Your core values should reveal the heart of who you are. This is your difference.
• Your difference is not in what you do – it’s why and how you do it differently. What is the approach you take? The beliefs behind it? Your method or process for creating and sharing? That’s what sets your theatre, museum or performing arts center apart from the one across town.
• Go back to research. Ask your community what makes you different. What is the ONE THING people should know about your organization? The answers usually reveal your most unique differentiators. If they can’t tell you what makes you different from any other organization doing what you do, you have work to do. 

Are you feeling desirable or dull as a dish rag? Email hello@thedrmtm.com to talk about differentiation over zoom and coffee.

Here’s to Being Desired,

Surale + Laura + Cheryl