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Learning to stand out from the crowd when you’re up against many different competitors is challenging. Even the best marketing plan might fall a bit flat in a sea of noise.
Fortunately, you can grab attention when your branding is spot on.
Here are some ways to make it stellar so that users never doubt where content or ads come from and remember your name when needing a product or service you offer.
1. Understand Marketing Trends
Before you create a branding model, take the time to understand current marketing trends and how they impact your industry. Ideally, a company’s image stands the test of time. You want to create something that speaks to modern audiences but also is a bit timeless.
Finding just the right balance requires research and attention to detail. Pay attention to missteps your competitors make. You’ll want to avoid those first. Next, think about the current state of technology and how things such as artificial intelligence (AI) and the ever-growing Internet of Things (IoT) impact your target audience.
2. Hone Your Message
Take the time to think about why you started your company and what you stand for. Once you understand your mission, it’s much easier to hone a message that resonates with the audience.
Your unique value proposition (UVP) needs to describe why you’re different from others, but it also needs to be told through the eyes of the user. Why would a customer care about that particular aspect of your company?
For example, if you have the highest quality around, that might be a point of pride for you and your staff. How does high-quality impact your users? You might point to details such as not needing to replace an item as frequently and higher reliability when they need it most.
3. Look for Ways to Stand Out
What message do you want users to get about your brand? If you want to be associated with higher quality, take the time to personalize packaging and invest in the highest quality items you can afford.
For example, if you use high-quality labels and a competitor uses cheap generic ones, you’ll gain the appearance of a better product. Consumers are more likely to notice a product with custom labels on store shelves.
4. Ramp Up Your Content
What does your content do for the target audience? You can use your articles and social media posts to educate or provoke thinking. You can also entertain users and make them laugh, which could mean they’ll be more likely to share your links with others in the same demographic.
Whenever you release content, make sure it matches your voice and personality as a brand. The message should be like other material to create a consistent experience for consumers.
5. Develop a Brand Style Guide
Creating a brand style guide is one way to ensure consistency across different advertising channels, your website, and various people working on company assets.
People pay attention to logos and the colors and styles used. Around 78% of consumers say a logo can be a work of art. Use the power of the emblem to define what your brand stands for.
6. Choose Principle Over Appearance
There may come a time in your branding efforts when you must decide whether to stick by your principles or jump on a trend to gain exposure. When such an opportunity arises, ask yourself if participating is something you’ll be proud of in the future. Does the situation align with your core values as a brand and as a person?
Sometimes, it’s crucial to let what is only slightly good go and wait for what is excellent. Opportunities have a way of circling around if you are patient and selective in the ones you choose.
Make Your Brand Image Extraordinary
Align everything you do with the way you want others to see your brand. Building exemplary branding takes time and effort. Plan for the long haul and refuse to take shortcuts when it comes to how others view you. With consistency, you’ll soon be seen as one of the top-performing companies in your field.
Eleanor Hecks is the managing editor of Designerly. She’s also a mobile app designer with a focus on UI. She lives in Philadelphia with her husband and Goldendoodles, Bear, and Lucy. Connect with her about marketing, UX, and/or tea on LinkedIn.
- Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
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