When you set up a business and a brand, you want to distinguish yourself from the rest. The market is flooded with competition, and even if you have a unique service or product, the market will copy you. Hence your business needs a good brand. This is an effective way to tell the market that my business is different from the rest and you should utilize my services and products.
But there is a question of how do you ensure your brand is distinguished from the others out there? A large part depends on how you communicate your brand and what you tell the market. There are several factors you can showcase.
In two previous blogs, we have already spoken about price. Price is what tells your customers whether they can afford your product and what kind of audience you will be appealing to. For example, one of the things that Apple is known for is the high price of their products. It sets a standard for the customers.
What are you doing that is making it more convenient for your customers? You can streamline the buying process, improve logistics, or make it easier for your customers to access you. As a brand, you need to ensure you run a business that is convenient for your customers. For example, if you have a problem with an Apple product and walk into their retail store, you will immediately be given a replacement.
3. Different Product
There are all kinds of products available in the market, but you can create a product that identifies with your brand personality. Two examples:
– Apple (I know again, but can’t help it): Each of their products has two things. It is a brilliant piece of technology that does what it is meant to, and it is designed in a simple and aesthetic manner. This is the mark, the brand, of Apple.
– Airstream: This is a company that is known for RVs. While there are many RV makers out there, Airstream creates RVs that have luxury, are classic and imbibes a retro style. That is what its brand is.
What’s different about your product or service? Use the answer in your branding.
4. Market & Position Yourself Differently
Perception is reality and sometimes all you have to do is position your brand in a different manner. Run a unique marketing campaign that people will love and your brand won’t only be noticed, but it will be remembered.
– Apple (I promise this is the last example!): Apple isn’t afraid to pit itself against its competitors. A decade ago it had a set of unique marketing campaigns that pitted itself against Windows. They were funny and witty, and yet imbibed Apple’s brand.
– Zostel, a startup in India, launched an internship campaign that took the country by storm. An internship was offered for only one person to travel across the country for free, and earn $1001. The startup got over 70,000 applications.
Unique marketing immediately gets your brand noticed, and makes it different from the rest.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.