You have a boiling passion to start your own business, and want to create a sustainable brand. Well, outstanding brands are able to appeal to their customers by being unique.
To make sure your efforts do not go to waste, ensure you have a solid brand with these five killer strategies to differentiate your brand from the noisy crowd.
1. Do less than everyone else.
Be specific and position yourself smartly in a crowded industry. A clear and defined brand position is a must-have in order to craft a strategy that aligns with who you want to be and what your customers need.
What do you want to be known for? Precise brand positioning gives you an advantage as you can focus on becoming the best provider in a specific arena. You are more likely to quickly amass social proof and customer testimonials in a targeted niche since there is less direct competition and you avoid spreading your efforts too thin.
2. Focus on your target.
By picking and catering to a specific demographic, you will be able to serve your ideal customers’ needs and create a brand message that deeply resonates. If you want to attract the right customers, you have to be clear on who they are first.
Your product or service is not for everyone. Trying to appeal to the masses would lead to financial difficulties down the road. Altering your product and services to fit a specific problem faced by a precise group of people results in more attention and sales, as customers are more confident their problem will be solved.
3. Charge a radically different price.
Charging prices that are different from the industry status quo allows your brand to stand out from others and remain on a potential customer’s radar. Overtly premium prices attract customers who are looking for a meticulous and outstanding experience, while a significantly lower price would allow a business to profit from larger volumes.
4. Think about unusual combinations.
As Frans Johansson, author of The Medici Effect, puts it, “Nearly every breakthrough has been preceded by a string of failed or misguided executions.” Most big ideas are combinations of normal ideas.
Examine how your ideal customers are reacting to other products or services. Are there any combinations that would serve your customers more efficiently and effectively? Is there any way to combine different personalities, products or packaging? For example, Uber combined the idea of taxis and carpooling. Airbnb combined the idea of house rental with tourism.
5. Be controversial.
Clearly state your company’s stand on issues that matter to you and your customers. Do not be afraid to contradict dominant opinions in your industry. However, do be mindful of alienation, and take a stance on issues that are relevant for your business.
Taking a stand differentiates your brand from others who hold different philosophies. Your brand has more personality, and brings light to the people behind it. When a brand has an opinion, people take notice. Your ideal customers will thank you for it.
To craft an outstanding brand and thriving business, you have to be strategic when it comes to differentiation. Creating a unique positioning, focusing on a specific demographic, charging a radically different price, combining different ideas or being controversial are great proven strategies to integrate into any business strategy.
This article has been edited and condensed.
Raelyn Tan is a digital marketing strategist for new online entrepreneurs. If you’re ready for no-fluff digital marketing tutorials to build your dream online business, visit raelyntan.com for traffic and social media strategies that will jump-start your online business. Connect with @raelyntan on Twitter.
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