STEPS TO MAKE YOUR BRAND STAND OUT AMONG OTHERS
Brand Identity is the way that you convey this to the public with visuals, messaging, and experience. Your brand strategy will influence how you present your identity and align it with your purpose for the most impact.
Small-business owners believe that having a unique brand that differentiates themselves from the competition is very important.
1.Discover the purpose behind your brand.
Every successful brand has a powerful purpose behind it.
It’s what you wake up every day loving to do for other people (and the world) through your product or service.
There are four questions you should ask yourself when defining a brand purpose:
Why do you exist?
What differentiates you?
What problem do you solve?
Why should people care?
You’ll use these ideas to inform the foundation of your branding, through a tagline, slogans, voice, messaging, stories, visuals and more.
2. Define how you want to be perceived
When your customers have finished using your product or service, how do you want them to describe their experience? If you own a restaurant, for example, what do you want them to say?
See your brand as your promise to your customers – a promise that’s different from your competitors’.
3. Be consistent
After defining how you want to be perceived, then organizing your business based on this perception and communicating this promise, you must be consistent. Microsoft, for example, is recognized for giving services/products that are both elegant and innovative: it can’t afford to launch a new software/phones that’s unattractive, or a new tablet that’s technologically behind, because that would mean breaking the promise it has made to its customers.
The idea here is to develop trust. Your customers must no longer see your brand as a promise but as a reality. Consistency is often the hardest part, but the one with the greatest rewards.
Over time, a well-managed brand stops becoming a company promise and increasingly becomes a customer expectation. There may be 10 Italian restaurants in the neighborhood, but only one where customers expect to experience a traditional Italian family dinner. That restaurant’s brand is no longer its name or logo – it’s the expectation of its customers.
4. Determine your brand’s target audience.
The foundation for building your brand is to determine the target audience that you’ll be focusing on.
When brand building, keep in mind who exactly you are trying to reach. You’ll tailor your mission and message to meet their exact needs.
The key is to get specific. Figure out detailed behaviors and lifestyle of your consumers.
You’ll come to realize that the competitive advantage when branding your business is to narrow your target audience focus. This can help ensure that your brand message comes across crystal clear to the intended recipient.
Outline the key qualities & benefits your brand offers.
There will always be brands with bigger budgets and more resources to command their industry.
Your products, services, and benefits belong solely to you.
Starting a brand that is memorable means you dig deep to figure out what you offer, and no one else is offering.
Focus on the qualities and benefits that make your company branding unique.