Launching a successful business is not an easy task. With so much competition across every industry, it can feel impossible to stand out. But having a differentiated brand and approach is essential if you want to attract customers and thrive.
In this post, we'll dive deeper into three proven strategies to help set your business apart.
1. Don't Just Be Better, Be Different
We all know you need to provide a great product or service. But just being a little better than competitors isn't enough. To truly stand out, you need to be fundamentally different.
The human brain is wired to tune out repetitive, expected information and focus on novel, unusual data. Familiar things fade into the background while differences grab our attention.
Apple is a great example of a brand that succeeds not by being objectively superior, but by being fundamentally different. Macs often cost more than comparable PCs, and can't natively run some software. But the operating system, design, and user experience set Apple apart.
Other brands that thrive through differentiation include:
- Tesla - Brought Silicon Valley software innovation to the auto industry
- Dollar Shave Club - Disrupted razors with unique subscription model
- Airstream - Iconic retro camper design creates a distinctive subculture
- Harley Davidson - Represents a rebel, counter-culture lifestyle
Take time to understand current industry norms and deliberately position yourself outside them. Analyze how customer needs are evolving and what problems aren't being addressed. Craft a brand purpose that transcends superficial traits.
The more you can separate yourself from the herd, the more you’ll grab customer attention.
2. Maintain a Strong Presence Across Multiple Channels
Today’s hyper-fragmented media landscape means you can’t just rely on one marketing channel. To stay top-of-mind, you need a presence across the key channels where your audience spends time.
A common failure is dabbling across too many platforms without gaining traction on any, or focusing on just one channel and neglecting the others.
Aim to establish a strong foundation on 3-5 core channels first. For example:
- Facebook & Google Ads: Paid ads allow you to target specific demographics and reach users as they search or browse online. Powerful for driving website traffic, leads, and sales.
- Organic Social Media: Building an engaged following on social platforms like Instagram, Twitter, and LinkedIn enables you to build awareness and shape brand perception.
- Search Engine Optimization: Optimizing your website and content to rank highly in search results generates traffic from people actively searching for your products/services.
- Email Marketing: Collecting emails through your website and campaigns allows you to build an audience to regularly engage through value-added content.
- Public Relations: Securing press mentions and coverage helps amplify your brand story and message to new audiences.
- Video Marketing: Creating compelling video content and distributing through social media and ads engages viewers on an emotional level.
- Blogging: Regular educational blog content improves SEO and provides value that users will share.
Mastering a few of these core channels provides the digital infrastructure and audience reach needed to separate yourself from the competition. They can work synergistically together to drive growth. Consistency and quality over time builds lasting positioning.
The specific channels will vary for each business. But in general, consider a mix of:
- Paid advertising - Google, Facebook, print, TV, radio
- Organic discovery - SEO, social media, reviews
- Inbound marketing - Content, email, lead gen
- Outbound marketing - PR, events, networking
The key is to pace yourself. Gain real traction on one new channel before expanding to the next. Over time, build an integrated omni-channel marketing machine.
3. Leverage Customer Testimonials
No matter how great your product or service, today’s consumers are skeptical of brands singing their own praises. The most powerful way to demonstrate value is through happy customer stories.
When asking for testimonials, guide customers to highlight:
- The problem/challenge they initially faced
- Why they chose you over other options
- Their experience engaging with your business
- The tangible results and benefits gained
- A direct recommendation to buy from you
Implementing these strategies enables you to stand out, reach your audience everywhere, and build credibility through customer proof points.
Contact us today for a free consultation on igniting growth for your business this year. Our data-driven approach and award-winning work has helped businesses just like yours gain an edge over the competition. Let us show you what's possible.
