In the competitive world of business, your brand must make an impact over all the noise. There are close to six million SMEs in the UK, so you’re up against a lot of competition. With so many businesses vying for consumer’s attention, how do you make sure your brand is the one people think of first when they want the services that your business offers?
Keeping your brand unique and appropriate to the kind of message you want to get across is the most effective way to ensure consumers know about your business. Consider your answers to the following questions to see whether your brand is on the right track.
Can Your Clients Describe Your Brand?
If you were to ask a client of yours to describe your business in three words, what would they say? Would three words come to mind instantly? Or would they stand there looking confused and say something generic?
If the answer is the latter, then that’s what you should address first. You should know what kind of impression you want to give as a brand. These descriptive words should be positive and provoke action or excitement based on the nature of your business.
When you’ve chosen your words, use them in your marketing. Put them in press releases, advertisements, on your social media. Give these messages some exposure so your clients can begin to associate your business with the positive, descriptive words you want your business to reflect. It’s one of the quickest ways to ensure your brand is heading in the right direction.
Is Your Brand Original?
Your brand needs to be unique. If you’re just a copy-and-paste job of another business, consumers will not be impressed, and they won’t have any reason to choose your business over theirs. Additionally, if you rely on cliched marketing techniques and slogans, this won’t resonate with customers. Try and find an angle no one in your field has used before and develop a voice that’s all your own.
It might be challenging given the sheer saturation of companies within every industry, but it’s worth it. Do your research so you can find out what your competitors are doing, and then do it better, so you’re not just blending in with the competition.
Is Your Brand Consistent?
Consistency is key. If you’re pushing different perceptions of your brand all over the place, you’re going to alienate your audience. Consumers want a sense of familiarity and predictability, so lock down your brand standards for images, content, social media posts etc. early on and stick to them.
Your brand needs a unique voice, but it should be the same voice regardless of the channel, whether it’s email marketing, Facebook posts or leaflets through the door. Consumers will grow accustomed to the way your brand communicates to them and represents itself, and they will find it comforting if this doesn’t shift drastically between formats.
Do You Demonstrate Thought Leadership?
Credibility is everything in business. You are no doubt an expert in your field, but your customers need to know this too. By establishing yourself as an expert, you can help to propel your brand.
Update your social media and images to reflect your industry professionalism. Pitch yourself as an expert for guest-speaking opportunities at industry-based conferences and local media outlets. This will not only boost your brand exposure but help to establish your business as an all-knowing fountain of wisdom within your industry.
How to Make Your Brand Stand Out
Once you’ve answered these questions and sorted out any problems with your branding, here are some more ways to help your brand stand out:
People need to see your brand; it should be as visible as possible. Consider using multiple opportunities to do this, whether it’s external publications, a social media strategy or promoted materials. The more you get your brand out there, the more it will be seen.
Your brand needs sincerity, people love personalisation and to feel like they’re being listened to. If you use a copy-and-paste response to each customer query or complaint, they will think your brand is a soulless machine that only cares about profit. Your brand should have a personality that consumers can speak to like a friend. It will help forge good relationships with customers in the long run.
Consumers are always looking for good value. But that doesn’t mean you have to slash your prices to the point where they become unprofitable; value doesn’t just refer to monetary value. Better service, more informative content and strong levels of customer service are all ways to boost your value as a business. This will help consumers positively view your business, and even if they could get a cheaper product elsewhere, they will be more likely to reconsider if they know they can get top-notch service from your business.
- Tell Your Story
People love when a brand has a human story to tell. The market is full of brands, so to make yours stand out; people need to know how your business got to where it is today, and what it stands for. This can be tricky to do well, but when communicated in a way that truly captures what your brand is about, your business and your ethos, it has the potential to boost the awareness of your brand in people’s consciousness.
We hope you have found this advice for helping your brand stand out useful. If you require any promotional gifts, whether for industry events or in-store giveaways, at EMC we provide a wide range of products that can be personalised with your brand; contact us today for more information.