We all want recognition, but if you are business in a market with competition, you don’t just want recognition, you need it. As you explore ways to define your brand and stand out from the crowd, take a look at what Simple has done for others to get an idea of what they can do for you.
Consistency
It is important that when you display elements which identify your brand, there is a common theme that clearly links them all together. Think of it as a thread that serves to link all of the elements together. If any of the elements don’t fit in along the thread, find a way to make them fit in or eliminate them.
For example, consider what a customer may see after they have acquired one of your business cards and subsequently make their way to your website. Other than the name, do any of the style elements match. Have you used the same colors, fonts, logo and general theme? If not, they should and this type of branding should persist into any visual representation of your company.
Focused marketing
Marketing a product or business is not cheap so you want to be sure you are making the most out of your investment. Sure, ideally you want everyone to purchase your brand but your marketing dollars are best spent on ensuring that your brand is the one chosen by those interested in your product in the first place.
Identify the type of person or groups of people who would be most likely to choose your brand. What is it that they would prefer about yours than another? Picture concentric circles with bulls-eye being the most likely customer or target audience. Focus on the target audience but don’t disregard the rest of circles surrounding the bulls-eye.
Think about the demographics – are your most likely customers a certain age? Live in a specific geographical region? Male or female? Have certain leanings? Consider the answers to these questions and determine the best outlets to communicate your message to them.
Website
In the fast-paced, digital world in which we now live, the web presence of your brand is at the pinnacle of importance. As the old adage goes, “You only have one chance to make a first impression.” More often than not, that first impression will be your website.
Be certain that your website is as accessible and inviting as possible. If necessary, borrow elements from another site that you found particularly well designed. Check out your competitors’ site and see what they have done well, and where you think you can rise above them.
Who are you standing out from
To stand out in market flooded with competition, you have to have identified who it is you have to stand out from. Take a long, critical look at brands comparable to yours. Identify themes that you find throughout and think about how to make yours stand out. It could be as simple as having an eye-catching logo made to supporting a local charity or non-profit. Don’t be afraid to consider non-traditional ways to bring attention to your brand.
Value
With branding, value doesn’t necessarily mean cheaper. Maybe for your brand it does and that is a readily exploitable point. However, perceived value can be just as enticing. Often a brand is considered synonymous with intelligence, refinement, elegance and many other attributes. How might other people perceive those who choose to buy your product?
There are many methods for one to employ to make their brand stand out. Some critical thinking and clever marketing can go a long way.
