The concept of branding dates back thousands of years (around 2700 BC). Originally a brand was a hot metal plate used on livestock to differentiate whose stock belonged to whom. It indicated originally and even quality.
Nowadays the idea of branding has progressed thick and fast into the corporate world. Differentiating business from business, good product from bad product, fun companies from serious companies etc. And somehow along the way we’ve departed from the original purpose of branding.
Rather than serving as a tool to communicate “this is my business and that is your business”, we’ve developed brands that make all our cattle look the same. It’s almost as if we’re trying to succeed through association with already successful businesses in our industries.
The idea that a successful brand is a brand that stands out is not particularly profound. But one that perhaps requires a deeper dive into, and some practical action points in order to truly achieve.
A brand standing out really means one that is recognisable unto itself. Truly unique, memorable and taking up space in the minds of customers. It doesn’t just sell unique products or services or in a unique way. It looks unique, sounds unique, feels unique and even smells unique (think about the intense fragrance in the air anytime you’re in the vicinity of a Lush store).
So, what exactly creates a stand-out brand? Take Forbes 5 Elements of a Unique Brand and consider how they relate to your own business:
CLARITY
Clearly specify exactly who your market is and focus your resources on connecting with and selling only to them.
CONTRAST
Intentionally seek out ways you can make your product, service or client experience different from your competitors. And boldly lean into this contrast.
BRAND PROMISE
Consider what expectations or guarantees your company can effectively execute every time and focus on delivering that promise.
NARRATIVE
Use storytelling throughout your marketing. Your journey, your stumbles, your purpose, your ‘why’ are all unique to you and your business. This is a valuable tool to build connection and stay true to the uniqueness of your business.
CUSTOMER JOURNEY
Consider the process and experience of your customers as they work with or buy from your business. You want this journey to be inspired by the unique personality of your business, and be truly memorable that your customers share this experience with their friends.
A stand-out brand is infused with unique personality, goals, vision, values and perspectives. Pay attention to your market and the special sauce that drives true memorability and recognition within your business.
Keen to give these practical steps a try? Send through an email, I’d love to hear how you get on and share some custom insights for your business!
He***@fo***********.nz
