As we bring our week long branding series of blog posts to a close, we want to do a quick recap. We’ve covered what we think are five essential elements to branding: anticipation, consistency, personalisation, understanding of the customer lifecycle and engagement. We’ve given you a list of things you can do on a tight-budget to build big-business brand loyalty. Those items included things like using your network to create leads, visualising your brand, utilising social media, blogging and utilising mobile media. We’ve also shared some statistics to illustrate how creating brand loyalty is good for business.
So now that you have all of this information, what do you DO with it? Well, obviously, we think you should take it and USE it. Use these ideas to differentiate yourself from the competition. Give your target market a reason to give you a shot.
Great brands distinguish themselves. Apple has a great product, sure. But Apple does a phenomenal job at separating itself from the competition. When it comes to mobile devices . . . it’s Apple versus Android, not Apple versus HTC or Samsung (granted, it may be Apple versus Samsung when a new product comes out, but that comparison eventually fades, and then it’s back to Apple versus Android). Make your branding campaign about YOU versus everyone else.
The honest truth is that the marketplace is overrun by mediocre companies selling mediocre products. What makes your brand better than the competition? Answer that question and then take all of the information that we’ve given you this week and let your secret out of the bag.
Mark Twain once said, “Whenever you find yourself on the side of the majority, it is time to pause and reflect.” We agree! When we help our clients create a marketing campaign, we don’t ask, “Why are you like everyone else?” We ask, “What makes you different from the competition?” Do this, and you’ve got a great start building your brand and boosting your bottom line.