Brands are a dime a dozen. No matter what you sell, there is someone else out there selling the exact same thing or something similar. The truth is, no matter how unique your products or services are, you will have stiff competition. Considering how crowded the landscape is in every industry, the question is, how do you stand out in a crowded marketplace?
Being successful in business means you need a brand that stands up against the competition as well as stands out from the crowd. Here are five strategies to help you stand out as well as the big brands.
Be Innovative
Coming up with something new and different is a great way to stand out. Things like using apps, video technology and streamlined payment processing are all ways to be cutting edge these days. Figure out what is missing in your industry and fill in the gaps. Get creative about what you can offer your target audience that your competitors are not providing.
An example of a big brand being innovative is Apple. At the vanguard of computers, electronics, software and online services, Apple is a leading global manufacturer. According to Statista, in 2017 Apple made over $229 billion in revenue. Apple has consistently dominated technology with unique products such as the iPhone, the Apple Watch, Apple Pay and the Apple TV media player.
Be Image Conscious
Having a great image means being conscious of the fact that everything represents your brand and affects your target market's perception of your brand. More importantly than a colorful brochure or press kit, being image conscious also involves your employees being brand advocates. Your staff must be professional and epitomize what your brand stands for. Having a brand that stands out means you and your staff must look the part. Wear your brand colors and be uniform. Remember, first impressions can’t be changed. People usually size you up in the first seven to 10 seconds of meeting you. Perception about your brand and your team is important because it helps build brand reputation.
An example of a big brand being image conscious is Mercedes-Benz. When you go to a Mercedes-Benz dealership, everyone is dressed nicely, from the receptionist to the salespeople. More importantly, everyone greats you politely. The latest branding tagline for Mercedes-Benz says it all: “The best or nothing.”
Provide Value
Whether you're buying a product or service, the best feeling in the world is that you have made a worthwhile purchase. Your customers want the same feeling. Think about ways to add value to the customer experience. Simply meeting and exceeding your customer's needs is a great way to stand out. Having a value-plus mindset will ensure your customers are satisfied. Furthermore, when you’re adding value to someone’s life, there is less pressure to sell them.
An example of a big brand that adds value is Amazon. Amazon’s web-based platform sells electronics, books, apparel, computers and more. Providing value to its customers is something Amazon does well. Offering programs like Amazon Prime, a membership program that gives you unlimited fast shipping, and Amazon Smile, a foundation that donates a percentage of your purchase to participating nonprofit organizations, offers value for its customers.
Use Celebrity Influence
Word of mouth is a great way to gain brand awareness. When other people are talking about your brand, instead of you doing all of the talking, it carries more weight. Aligning a brand with a celebrity is common practice in business. Although it can be a risky practice, in most cases, the benefits outweigh the risks. Celebrities influence millions of people. With the rise of social media, celebrity endorsements are a lot easier to get. Rather than taping a TV or radio commercial with a celebrity, you can simply have them post about your brand on their social media pages. A celebrity endorsement is one of the best ways to provide social proof that people use your product or service and like it.
An example of a big brand using celebrity muscle is Nike. Known around the world, Nike, Inc. of Beaverton, Oregon, sells apparel and athletic shoes. Most people don’t know it, but Nike also manufacturers sporting equipment. Nike is perhaps most famous for its strategic use of celebrity athletes to endorse its products. Out of all the celebrities that have endorsed Nike over the years, probably the most popular would be former NBA champion Michael Jordan. Can you think of a more popular athletic shoe than the Air Jordan?
Deliver Your Brand Promise
Having brand integrity is critical in business. Making good on your brand promise will help you achieve loyalty with your target audience. Once you figure out what you want to be known for, you must tell your audience what they can expect and give it to them.
An example of a big brand delivering their brand promise well is Lowe’s. Lowe’s is a U.S. home improvement chain that provides appliances, tools, gardening supplies and more.
Recently, Think with Google highlighted Lowe’s for delivering on its brand promise to “never be out” of supplies as a way to connect with the community in times of crisis. When the California hurricanes and fires devastated the homes of so many families, Lowe’s provided masks to help responders protect themselves while performing clean up.
In summary, branding is a way of defining your business to yourself, your customers and the marketplace. If you apply just one or two of the strategies listed above, you will be well on your way to standing out in a crowded marketplace just like the big retail brands do. As you go about building your brand, it is important to find unique ways to stand out so you can get noticed, gain customers and grow your business.
