Setting your brand apart from others isn’t always a simple task. With market being overly saturated, you’ll have to take action to get around the advertising overload consumers endure daily. There are various ways a company can differentiate itself from the rest of the market. Here are three tips to get you started:
1. Define your brand and find your key ingredient.
Many Businesses forget what their brand is telling the world. It’s easy to say a brand is “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct” as defined by the American Marketing Association. However, a brand is so much more than names or symbols and there is great weight to what makes something distinct. Your brand is the perception consumers have regarding your products or services. Your job is to create a specific and controlled message to a certain demographic in order to help guide the perception of the intended consumers. Without controlling the message, you will struggle to have consumers and without them, you have no brand.
Describing and defining are two different things. In order to define your brand, you have to find at least one compelling key ingredient to set you apart in your market. Show consumers they should come to YOUR company for YOUR products and services. Find your Unique Selling Proposition (USP) and cast your line where the fish are by knowing what benefits and services set you apart from your competitors.
2. Devote yourself to the brand and be consistent your marketing strategy.
Decide on what your brand and business’ character will be when you hit the social media scene or create your in-person experience with potential consumers. When the population goes online or visits your business everything they encounter regarding your company should be a direct reflection of your business.
3. Give consideration to the art of STORY TELLING.
You can tell your audience a lot, but a story will keep your audience focused. Make your brand’s story in a manner the consumers will find relatable and compelling. Down-to-earth communication will connect you to your audience on a different level. You can turn an ad into story by simply changing some words around.
I’ll use a quote from Jennifer Aaker of the Graduate School of Business at Stanford University:
“Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.”
It doesn’t benefit your bottom line looking like everyone else in your industry. Use these three tips and you will find your organization becoming more established within the marketplace.
What do you think of these three tips? Do you need help with any of them? Leave your comment below and you may be featured in a future post.
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Above Promotions is a full service publicity, marketing and promotions company, founded with the purpose to serve an array of clients that are looking to expand their presence in the marketplace. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.
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This guest post was written by Knakeera Bason, a University of South Florida student pursuing a dual major of study. She is currently the summer 2013 intern for Above Promotions Company. You can find additional postings by Knakeera at http://knakeera.wordpress.com/ or http://knakeeraprof.wordpress.com/.
Above Promotions - Public Relations, PR, Digital Marketing Agency Tampa, FL 
A most excellent article on one of my favorite topics Ebony. You certainly have honed your talents as a marketing leader!
Knakeera did an excellent job! Thanks for reading and commenting Brenda!