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With more avenues to reach consumers than ever before and more businesses starting up every day, all brands know they have competitors out there, but they can still take steps to stand out.
To rise above the rest, a clearly articulated and targeted brand identity is key. Here’s how to do it right:
1. Brand everything
Remember that just as important as branding your particular product or service is branding everything that goes along with it. Think about how your brand can define every aspect of your company’s identity. On your website, make sure your call to action is appropriately branded. Make sure your blog posts or social media branding all flows in line with the same branding inspiration. Especially when you put money into your company, make sure that every investment is going to be worth it for your brand identity in the long run.
A cohesive brand that represents a company’s mission, vision and values shows a level of professionalism people trust and gets companies noticed. Find creative ways to get your brand out there, including how you brand yourself. Focus on personal branding and shine a spotlight on your company by promoting your own expertise at the helm of it. Publish your insights as an industry thought leader or, for the really ambitious with a lot to say, publish your own book. The more ways you can infuse your efforts into creating a memorable brand, the more people you reach that will start to think of your company before your competitors.
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2. Define your customer
To decide how you want to brand your company, narrow down your audience to the people you actually intend for your product or service to reach. Trying to be the brand for “everyone” would be wildly expensive. Targeting a niche market instead is a more affordable, efficient and effective way to reach new customers and grow. You can tailor your spending to a specific brand message more likely to attract the right people away from the competition and generate more business. When you focus on reaching “your consumers,” you can more effectively compete for their attention, and win it.
Ask yourself: Who is my customer? Really dive in and figure out who you imagine will be best suited for the product or service you offer. If that offering is geared senior citizens, then the aspects of branding you need to consider will be totally different than an audience of Millenials. You can still explore other markets with sub-brands, but don’t try to make your brand one-size-fits-all. The better you can match your brand with what your consumer wants to see, the better your chances of standing out to them in a crowd.