It’s not easy to bring your innovative ideas to life and start a business. Once your business is established, it’s not easy to keep it up. Everyone’s entrepreneurship journey is different, with some experiencing a more straightforward route, while others are on a roller coaster of emotions, relationships, and ideas.
No matter what your story is, we always celebrate your endeavors and successes. One significant challenge so many of us face in entrepreneurship is figuring out how to distinguish our brand from others and be unique. How can we stand out among the crowd and create our own world rather than be a copy of someone else’s? How can we create an entirely different user experience from other products that would deliver the same results?
Here are some of our tips on how to differentiate your brand from others and shine, even in a saturated market:
1. Find any gaps in your industry.
Research what people are looking for from your industry that isn’t being fulfilled. You’ll probably find this on forum discussions, blogs, and social media comments. For example, there are many people calling for lower price points in the sustainable fashion industry. Other industries are looking for more diverse representation in their marketing campaigns. If you find a need you’re able to address, this can be a highlight of your business.
2. Think about what other problems you can solve.
Besides filling the above gaps, think about what other problems your offerings solve and emphasize this in your branding. It can be a common theme in your marketing, such as presenting statistics regarding that problem.
For example, if you make business casual clothing, you can talk about how difficult it is for people with smaller frames to find shirts that fit them. Being more size-inclusive then becomes part of your selling point.
3. Focus on specific target audiences.
Who’s your audience? How old are they, where do they live, and what are their current life circumstances? Is there a way you can further narrow down your target audience?
Say you’re a beauty brand targeting "millennials and Gen Zers who care a lot about beauty but may not have a lot of time for research and complex skincare routines” rather than just “young people who want to be better-looking.” Thinking about a more specific audience’s needs can help you develop your brand in distinctive ways you wouldn’t have thought of otherwise, perhaps even leading you towards the points above.
4. Make your marketing campaigns funny or powerful.
Quite a few brands are remembered not only for their products but also for their memorable marketing campaigns. No matter how common your product is, a well-executed hilarious or powerful marketing campaign will definitely make you stand out among your competition. You’ve probably laughed at some commercials from insurance companies Geico and State Farm, even if their products aren’t anything special to you. This gives you more of a voice and identity beyond your products and lets you show plenty of personality.
What are your tips for making a brand stand out amongst the competition? Let us know in the comments below?
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About Stingray Advisory Group LLC: Stingray Advisory Group LLC is based in Grand Rapids, Michigan and is a proud member of Local First and the West Michigan Hispanic Chamber of Commerce. We help small businesses grow by providing guidance in financial planning, website development, marketing, and more.
Email us at info@stingrayadvisorygroup.com to schedule a consultation. Follow us today on Facebook, Twitter, and Instagram for more helpful tips!
