No matter how great your product or service is, if no one knows about it they won’t be able to use or buy it. Seth Godin wrote about the difficulty of brand competition in his book Purple Cow: Transform Your Business By Being Remarkable, declaring the death of mediocre brands and the rise of amazing ones.
Being bold and adventurous will set you brand apart from your competitors. These are our top five tips to make your brand pop:
1Build social media campaigns around new features and products
Benjamin Franklin wrote about the value of engaging content: “Either write something worth reading or do something worth reading about.” Your online presence acts like a spotlight – so when you have the opportunity to shine, you want to be as interesting and engaging as possible.
In fact, one of the top reasons why people lose interest in brands is because they post online too frequently, without relevance. Highlighting new features and products as the core of your social media campaigns will present your brand in the best possible light
2Advertise directly to your target audience
With the introduction of the Internet, traditional target factors such as age, sex, occupation etc. are becoming increasingly less relevant. Entrepeneur.com explains how online activity has influenced all age groups – including Gen I (the Internet generation), Gen Y, Gen X and even the baby boomers in very different ways.
When analysing this data in relation to your brand, a great first step is to record your findings in a business plan. This will help you establish which groups your marketing will be most appealing to, giving it the best chance of being noticed.
3Use visual devices to tell your story
Images, colors, typography and layout are all elements of graphic design that will play a huge role in making your brand image stand out. Considering up to 90 % of information transmitted to the brain is visual, it’s no surprise that people respond well to great design.
In one case, analysis of Facebook’s timeline feature showed that brands received 46% more engagement per post with images, while another case study revealed that the traffic of publishers using infographics grew at an average of 12% more than those who didn’t.
Canva is passionate about making great design accessible to everyone. These tutorials can help you construct simple and effective solutions for visual branding.
4Build a brand narrative
Research shows that the brain has a natural reception to storytelling, as it helps us process news and events as experiences, rather than information. A great brand experience, then, is one with a plot (news), characters (your staff), context (your unique background) and core values and beliefs.
A brand narrative will also strengthen your online identity and clarify your goals for the future. Try personalizing your website with quirky details about your staff, or making sure your social media presence gives an accurate insight into the growth of your brand.
5Make bold decisions
Steve Jobs once said: “You’ve got to be willing to crash and burn. If you’re afraid of failing, you won’t get very far”. Success, in every field, is owned by the game changers and the rule breakers. By pushing the limits of an idea, your brand will become an innovator.
We challenge you to try something bold, and let us know how it effected your brand. What are your favorite ways to stand out in a competitive landscape?