I must say, it warmed my heart a little when the 50th Anniversary of the Christmas classic “Rudolph The Red-Nosed Reindeer” was announced a few years ago. I have fond memories of the show and the anticipation that built up before it aired every Christmas season.

I’m not quite old enough to remember the first showing, but a little later in the ’60s and ’70s, and at about the same time in December each year, you’d find me trying to get home from swim practice, basketball practice, school, or church programs in time to huddle around the TV in the kitchen with a pot pie on my lap to watch the scheduled airing on CBS. This was before VCRs, DVRs, Hulu, DVDs, OnDemand, and even reruns. If you missed it, you missed it until NEXT YEAR – which was not acceptable in our household.

So what was and still is the fascination with Rudolph?

Well, maybe it’s that his story is one in which not only individuals but sometimes even businesses can relate. It’s about a search for a purpose and for a place in this world. And who doesn’t want to find that?

One of our favorite tasks at Huebner Marketing is helping companies find their own “place.” Actually, we call it their brand position. But in some ways, it’s similar to Rudolph’s quest.

It’s about understanding their difference and how it’s valuable to a certain segment of the market. In Rudolph’s case, his shiny nose made him valuable to Santa and the children who were dependent on him to “deliver the goods.” And understanding his purpose made all the difference for him.

Rudolph was certainly happier and had a greater sense of pride after Santa asked, “Rudolph, with that nose so bright, won’t you guide my sleigh tonight?” His pride-filled response? “It would be an honor, sir.”

For a business, the power of a relevant difference (most likely NOT a shiny red nose used to guide Santa’s sleigh) can actually have the same effect.

THINK ABOUT IT…

• – Are employees more motivated and inspired when they know why they are doing what they’re doing… and where they’re going?
• – Doesn’t knowing what your brand stands for help in the hiring process as you look for future staff that will complement, add-to, or otherwise legitimize your brand position?
• – Are customers more willing to purchase products when they know exactly what makes that product unique and how it will benefit them?
• – Doesn’t a compelling and differentiating story about your brand actually make it easier for those on the frontlines of your sales channels to sell your products or services?

The bottom line is this:
Zeroing in on your relevant difference may not only energize your company and help you sell more products. It might just be what your brand needs to “go down in history”, Rudolph-style.