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Defining What is Unique in Your Brand

Do you wonder what’s hindering your sales, even though you tell everyone your business is innovative and unlike anything else in the market? It’s because we’ve heard it all before. Consumer choice has never been greater in today’s globalised society, and for modern businesses the competition is fierce on the global stage. It is especially challenging nowadays with major retailers spending vast resources promoting their products and dominating the media sphere. As a result, successful business requires a unique offering in the marketplace.

Our previous article in this Brand Building blog series Brand Building: Establishing Your Brand’s Purpose examined the power of weaving purpose into your brand, to motivate employees and connect with your target audience. Looking beyond your purpose and what you stand for is who you are, who you are speaking to and why people come to you. Communicating this clearly is more important than ever for branding, when time and attention from consumers is limited. Now that you know the purpose of your business, how do you leverage this to make you stand out from your competition, and define what is truly unique to your brand?

Characterise Who You Serve

Who are your target audience? In order to effectively offer your brand opportunity to customers, you need to communicate directly with the people who are most likely to purchase your product or service. For example, if you sell baby formula, you’ll have far more success targeting new mums rather than serving your ads to pensioners. The easiest way to start defining your target market is to note whether you are targeting other businesses (B2B) or everyday consumers (B2C). Beyond this, consider what age groups would be most likely to purchase your product, what gender (if applicable), what locations and income bracket. An agency that specialises in branding can analyse your existing customers in relation to the wider marketplace, apply this to your brand strategy and identify potential new demographics to target.

Our tip: Dive into the data you already have or know about your existing customers, do they share common traits? The results could surprise you; the patterns of demographic information shared by your customers may not be what you expect!

Why Customer Profiles Are the Next ‘Imaginary Friend’

Not only do you need to hit the right people, but you also need to present them with the right message at the right time in order to engage them. Creating strong customer profiles is one tactic that can guide this brand messaging and highlight the most appropriate media platform. Give your customer persona a gender, career and age. Give them interests, a family situation and even a name – a bit like an imaginary friend. This profile (or profiles – you can have more than one across multiple niche sectors) will then represent your whole target market demographic. Consider why someone who fits within this profile would want to buy what you are offering. A brand specialist can also use the latest consumer data to build customer profiles that most accurately represent current target market behaviour. Find an agency that will understand your business, your purpose and customer profile to create a bespoke brand that resonates with that market.

Determine Your Brand Differentiators

Branding is all about developing a corporate image that instantly elicits your unique selling points, your reputation and purpose. So, what are your unique selling points compared to competitors? It could be anything from excellent customer service, to uniqueness of design or affordable pricing. These brand differentiators are not created overnight, but are usually developed over time and are hard-won in the marketplace. For example, QANTAS plays to its strengths by focusing on its Australian heritage and impressive record of safety awards, while Bunnings Warehouse constantly showcases its friendly staff and that it cannot be beaten on price.

Consider the areas your business excels at and what you are known for – what it is about your business that keeps customers coming back for more. Perhaps there is emotional attachment people have to your product or service, such as children’s skincare, meaning consumers look for a brand they trust?

In Summary

When it comes to your target market, you need to know who they are, what motivates them, where they go, what media they engage with and which keywords they type in to find you. Once you know who you serve, who you are and why people come to you, you can build on those firm foundations to create a strong and valuable brand.

For the next step in our article series, we explore how to clearly present your brand to consumers through imagery and tone of voice, ensuring you deliver your brand message in a way that’s accurate and instant. Follow us on LinkedIn and Facebook where we will be posting Brand Building: Presenting Your Brand to Consumers.

Need some recommendations? Get in touch with our branding specialist for a tailored approach to brand strategy.

About the author

Deep See Marketing

Deep See Marketing

Cathryn Irvine is a marketing specialist and the founder of Deep See Marketing. With experience ranging from Telco to retail and digital to direct marketing, Cath's creative foundation has delivered significant revenue return for her clients.

Cath is also certified in digital marketing and Google analytics