As much as every entrepreneur or small business owner dreams of having the recognition of Coca-Cola, Apple, or Google, it takes decades and a massive budget to gain that kind of recognition. Nevertheless, every business owner strives to make their brand stand out in the crowd. What steps can you take to make your brand stand out?
If you want your brand to appeal to consumers above others, strive to be original. Don’t waste time mimicking a competitor’s brand image, even if it is successful. You need an original brand image that compels consumers to choose your brand instead of your competition.
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Lots of companies are accused of being too robotic and cold in their interactions with consumers, especially in the modern era of smartphones and online searches. When you have the chance to interact with consumers, do so in a sincere manner. One example would be your social media interactions. Don’t respond to consumer comments on Facebook, positive or negative, with a copy-and-paste reply. Consumer see right through those actions. Take time to view the situation from their point and invest some personality into your brand by providing sincere, unique responses.
Just like investing, building a brand sometimes requires risk to enjoy reward. Bold brands stand out in the crowd, and in order to be bold you have to be unafraid to experiment with something new or take a stance that is contrary to others in your industry. Although taking a bold stance could alienate a segment of your target audience, it also inspires greater loyalty and respect from the customers who appreciated the stance. Your brand will be remember as one that wasn’t “boring” or “another face in the crowd.”
Last but not least, ensure that your brand messaging, voice, and actions are consistent. Clearly define your brand standards, establish and adhere to succinct messaging that resonates with your target market, and never stray from those principles and messaging. A good brand has loyal followers who know what to expect and enjoy a sense of familiarity, even predictability. The best way to provide those customers is by providing concise, on-target messaging and brand standards early, and remain on-point going forward.
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