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What do you do if your brand is struggling to stand out from competitors?

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If you feel like your brand is drowning in a sea of similar products or services, you might need to rethink your brand strategy. A strong brand can help you stand out from competitors, attract and retain customers, and increase your value and reputation. But how do you create a brand that is distinctive, relevant, and consistent? Here are some tips to help you revamp your brand strategy and boost your creativity.

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1 Define your brand purpose

Your brand purpose is the reason why you exist beyond making money. It is the core value that drives your actions and decisions, and the impact that you want to have on your customers and the world. Your brand purpose should be clear, compelling, and authentic. It should also align with your target audience's needs, aspirations, and values. To define your brand purpose, ask yourself questions like: What problem are you solving? How are you different from others? What do you stand for? What do you want to achieve?

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Sharif Sahraoui

Chief Revenue Officer @ Maple | B2B Growth & Market Expansion
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In a crowded market, standing out is the new black. We must go beyond features. By doubling down on a unique brand identity, championing customer needs, and crafting a powerful narrative, we can ignite differentiation and spark brand advocacy for sustainable growth.

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Reza Kayedi

Marketing Director @ Farmand Food Industries | DBA in Marketing | FMCG | Middle East | Business Development
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To define your unique value proposition (UVP): Clearly articulate what sets your brand apart from competitors. Identify your unique strengths, benefits, and qualities that resonate with your target audience. Focus on communicating this UVP consistently across all marketing channels

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2 Identify your brand personality

Your brand personality is the set of human traits that you want your brand to express. It is the tone of voice, the style, the emotions, and the behaviors that you use to communicate with your customers and stakeholders. Your brand personality should be consistent with your brand purpose, and reflect your unique identity and values. It should also appeal to your target audience's preferences, expectations, and emotions. To identify your brand personality, use tools like the brand personality spectrum, the brand archetype wheel, or the brand voice chart.

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3 Create your brand story

Your brand story is the narrative that connects your brand purpose, personality, and values with your customers and their experiences. It is the way you tell your brand's history, mission, vision, and goals. It is also the way you showcase your brand's benefits, features, and differentiators. Your brand story should be engaging, memorable, and credible. It should also resonate with your target audience's pain points, desires, and motivations. To create your brand story , use techniques like the hero's journey, the golden circle, or the story spine.

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Monisha Kapur

Customer Strategist- Building Customer-Centric Growth and Retention Strategies.
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Creating a compelling brand story that creates an emotional connection with your customer is essential. In today's retail world, the customer is even more particular about where they spend their money. Articulating your story so that the customer connects to it and trusts that your product will truly solve their pain point (vs the competition) is key. This starts with knowing the fundamental issues of the pain point and using words and terminology that speak to resolving the pain points.

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4 Design your brand identity

Your brand identity is the visual representation of your brand purpose, personality, and story. It is the logo, the colors, the fonts, the images, and the icons that you use to create your brand's look and feel. Your brand identity should be distinctive, coherent, and adaptable. It should also convey your brand's message, values, and emotions. To design your brand identity , use principles like the brand identity prism, the brand style guide, or the brand mood board.

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5 Implement your brand strategy

Your brand strategy is the plan that guides how you deliver your brand purpose, personality, story, and identity across all touchpoints and channels. It is the way you define your brand positioning, your brand promise, and your brand goals. It is also the way you measure your brand performance, your brand awareness, and your brand loyalty. Your brand strategy should be actionable, realistic, and flexible. It should also align with your business strategy, your market situation, and your customer feedback. To implement your brand strategy, use frameworks like the brand strategy canvas, the brand strategy roadmap, or the brand strategy scorecard.

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Monisha Kapur

Customer Strategist- Building Customer-Centric Growth and Retention Strategies.
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Having a roadmap and strategy that follows the customer's journey from awareness to sale is key. Creating goals and metrics for success ahead of time and continuously measuring with each step will help you stay with the customer and quickly make adjustments if the metrics drop. In implementation, it is important that the customers feel heard and seen with each step.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Reza Kayedi

Marketing Director @ Farmand Food Industries | DBA in Marketing | FMCG | Middle East | Business Development
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innovate and differentiate Product offerings is also important Continuously innovate and improve your products or services to stay ahead of the competition. Identify opportunities for product differentiation or niche specialization that align with your target audience's needs and preferences

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Fatou Gueye, MBA

Founder & CEO @DIGAL Consulting I On a mission to help 1M+ founders & CEOs attract & retain their customers using Top-of-Mind Brand Strategies.
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Pour savoir là où votre stratégie de marque a des faiblesses vis à vis de vos concurrents; réaliser un audit de votre marque. Un audit de marque doit être réalisé au moins 1 fois par an. Vous lancez votre business ? ? Faites un audit tous les 3 mois Votre entreprise a une croissance rentable et très rapide ? ? Faites un audit tous les 3 mois Votre entreprise se développe ? ? Faites un audit tous les 6 mois Votre entreprise est mature? ? Faites un audit 1 fois par an L'audit permet d'évaluer la position de votre marque dans votre marché à tout moment. Il vous permet d'avoir un état des lieux clair : audit > plan action > exécution > résultats > audit.

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What do you do if your brand is struggling to stand out from competitors?

1

2

3

4

5

6

1 Define your brand purpose

2 Identify your brand personality

3 Create your brand story

4 Design your brand identity

5 Implement your brand strategy

6 Here’s what else to consider

Brand Strategy

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What do you do if your brand is struggling to stand out from competitors?

1

2

3

4

5

6

1 Define your brand purpose

2 Identify your brand personality

3 Create your brand story

4 Design your brand identity

5 Implement your brand strategy

6 Here’s what else to consider

Brand Strategy

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