BRANDING BOOTCAMP DAY FOUR
A memorable brand is…
unique
BRANDING BOOTCAMP DAY FOUR
A memorable brand is…
unique
Welcome to day 4 of our Branding Bootcamp!
Today we will be discussing the importance of having a unique brand.
Having identified your brand values, target audience and competitors, let’s talk about making your brand unique and how to stand out from the crowd.
Let’s face it – the world is drowning in brands. According to the ABS, in June 2020, there were over 2 million actively trading businesses in the Australian economy. Even if only a tiny portion of these businesses compete directly with yours, that can still be a significant amount of competition.
So, without demolishing all other competitors in your path, how can you make your brand stand out?
There are many paths to navigate when making your brand unique. It’s time to find out how to cement your business as a genuine competitor in the industry.
Creating an memorable brand identity
One of the ways that you can make your brand unique is by having a visual impact that sticks in the mind of your target audience. Creating a strong identity through distinctive brand assets that convey exactly who your brand is, and what you do, is fundamental to creating a unique and memorable brand.
This may be achieved by using a distinct colour like Cadbury’s purple. A spokesperson from Cadbury says its use of purple is “vital” to the brand in the competitive impulse purchase market. He adds: “Any marketer will understand that you zealously guard your icons and none more so than colour.”
We asked Desiree Clark, Global Marketing Strategist at Fashion Biz, how they ensure each of their sub-brands are unique and memorable.
Remain customer-centric
Another great way to make your brand unique is through the quality of your delivery. Understand what your target audience wants and aim to deliver it better than anyone else. By putting your consumer/customer first, you can focus on creating the best experience possible while delivering your product or service. Leaving the customer with a memorable experience is a great way to stand out from your competition and build a community with great customer loyalty.
Find your niche
Find a niche within your market that has not yet been explored. This could be a new, faster way of delivering goods or services, or something completely different!
A great example of finding a niche within your market is Dr Dough Donuts. Starting as an Instagram page, Dr Dough Donuts connected with its audience to discover what they thought the best doughnuts looked and tasted like. They began creating a range of doughnuts “inspired by growing up in the ’90s, which were prepared and dispatched from their ghost kitchen”.
The niche that sets Dr Dough Donuts apart from other doughnut companies is that they specialise in gifting. Their business purpose is to “share happiness by enabling easy and meaningful connections between senders and recipients.”
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Social responsibility
Demonstrating that you are a socially responsible and ethical brand is a great way to build a memorable and unique brand. When creating your brand values and mission, keep in mind how your brand can give back to your community in a meaningful way. Many great companies out there take the lead on social responsibility and transparency within their brand. A great example is TOMS.
TOMS business mission is “using business to improve lives”. The idea was to “promote corporate responsibility and conscious consumerism”, so the ‘One for One’ business model was born. For every pair of shoes sold, TOMS would provide a new pair to a person in need. TOMS is now highly regarded brand – part of which stems from valuing social responsibility and giving back to the community. It is no longer seen as ‘just another shoe company’. 13 years after starting the brand, TOMS has now donated “nearly 100 million pairs of shoes.”
Things to keep in mind
When differentiating your business, keep in mind your target audience. Take the time to define your strengths and your point of difference and communicate this to your audience. By making your brand unique, you make it memorable. It helps your audience understand precisely what you do and why they should choose you over a competitor.
Hopefully, we have given you some inspiration on making your brand stand out instead of fitting in!
Stay tuned for Day 5 of our Branding Bootcamp where we will take you through creating a trustworthy brand, including a FREE downloadable worksheet.
Haven’t entered our Branding Bootcamp competition yet? Never fear, there is still time! Head to our competition post be in the running to WIN.
