The woird is awash with ‘me too’ brands. Simply search for anything online and you’ll be served up with a number of undifferentiated options. So, how the hell are you supposed to make the right choice?
And when it comes to your own company, can you honestly say that your brand really stands out?
If the answer is “no” here are 5 things to consider:
1. Your brand isn’t about what you do well. It’s about what your prospects perceive you can do for them. Always think about your brand from a customer perspective. What do they need? What do they think?
2. Focus on benefits not features. It seems obvious, but it’s amazing how many businesses still insist on telling prospects what they do, not why their approach benefits customers. Customers value suppliers who solve their problems.
3. Don’t fall into the trap of trying to appeal to everyone. If you try to talk to everyone, you probably won’t say anything interesting to anyone. Pick a clear target market with common needs and be relevant for them.
4. Keep your marketing messages simple and single-minded. Get to the point. Don’t waffle. Customers don’t have time to work out what you’re trying to say.
5. Be different. If you copy others, you won’t stand out. It’s that simple. Look different, sound different. It’s about perception – if you look like the rest, your prospects will assume your offer is the same too.
If the answer is “yes”to all of the above, then well done. You’re on the right track. If not, you’d better give us a call.
