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You’re struggling to make your brand stand out in a crowded market. What’s the best way to get noticed?

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You have a great product or service, but you feel like you're invisible in a crowded market. How can you make your brand stand out and attract more customers? In this article, you'll learn some effective strategies to get noticed and avoid brand burnout.

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Cristina-Simona Anghel, MA

Marketing @TRUST SQUARE | Founder | H2H (Human2Human)
Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator |…
Christianne Balzun

National Marketing Manager at H&R Block Canada | Client-Centric Marketer | Branding Expert | Visionary Strategist

1 Define your brand identity

In order to stand out, it is essential to understand who you are and what you represent. Your brand identity is a combination of your values, vision, personality, and promise to your customers. It is what makes you unique and memorable. To define your brand identity, you need to answer several key questions such as: what problem do you solve for your customers? What are your core values and beliefs? How do you communicate your tone and voice? What are your brand attributes and benefits? How do you want your customers to feel when they interact with you? By responding to these inquiries, you can create a clear and consistent brand identity that reflects your purpose and connects with your target audience.

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Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator | Faculty at BMA | I help companies deliver ROI-positive Commercial Programs
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In a sea of sameness, it's time to make waves: 1. Distinctive Branding: Be a peacock, not a pigeon. Develop a unique brand identity that sets you apart from the flock. 2. Bold Marketing Moves: Dare to be different. Take calculated risks with your marketing campaigns to capture attention and spark curiosity. 3. Engaging Experiences: Don't just sell; enchant. Create memorable brand experiences that leave a lasting impression on your audience. 4. Authentic Storytelling: Peel back the curtain. Share authentic stories that resonate with your audience on a deeper level. Vulnerability is your superpower.

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2 Research your competitors and customers

The next step to stand out is to understand who you are competing with and who you are serving. Researching your competitors and customers to gain insight into their strengths, weaknesses, opportunities, and threats can be done through tools such as SWOT analysis, competitor analysis, and customer feedback surveys. This will help you identify your unique selling proposition (USP), discover gaps and niches in the market, learn about customer needs, preferences, pain points, and motivations, and adapt and improve products, services, and marketing strategies based on customer feedback. Ultimately, this research can position your brand as a leader and solution provider in your market.

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Kate Savage

Social Media and Graphic Design Coordinator at Clay County Board of County Commissioners
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You might be utilizing the wrong avenues to get your word across. Different marketing mediums are utilized by different demographics. Millennials are using Facebook, Gen Z is using TikTok, and Boomers still use in-mail and physical print marketing. Know your target customer and then review what your competitors are doing to reach the same customer.

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3 Create a compelling brand story

The third step to stand out is to tell a compelling brand story that connects with your customers on an emotional level. Your brand story should be clear and concise, summarizing your purpose and goals, while also sharing your origin story and the challenges and successes that shaped your journey. Additionally, it's important to highlight your values and how they guide your actions and decisions, as well as showcase your impact and how you help your customers achieve their desired outcomes. Inviting customers to join your story and become part of your community is also key for building trust and loyalty, as well as inspiring them to take action.

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4 Design a distinctive brand identity

Standing out from the crowd starts with designing a distinctive brand identity that expresses your personality and values. This includes a logo, colors, fonts, images, and icons that make your brand recognizable and appealing. To achieve this, you should choose a logo that reflects your name, message, and style; select a color palette that conveys your mood, tone, and emotions; pick fonts that match your voice, character, and industry; use images and icons that support your story, values, and benefits; and apply your brand identity consistently across all touchpoints. With a strong and lasting impression on customers through a distinctive brand identity, you can stand out from the competition.

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5 Deliver a remarkable customer experience

The fifth step to stand out is to deliver a remarkable customer experience that exceeds your customers' expectations. This experience is made up of all the interactions customers have with your brand, from the first contact to the last. To achieve this, you need to understand your customer journey and map out the key touchpoints and moments of truth. Additionally, anticipate their needs and wants by providing solutions and value. Furthermore, engage them with personalized and relevant content and offers, as well as delight them with surprise elements such as gifts or rewards. Finally, follow up with customers to ask for feedback and referrals. By delivering a remarkable customer experience, you can turn your customers into fans and advocates of your brand.

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6 Promote your brand effectively

To stand out, the sixth and final step is to promote your brand effectively and reach your target audience. Your marketing goals and objectives need to be defined and measured, while you should also identify your ideal customer persona and segment your market. Additionally, the best marketing mix for your brand should be chosen, such as online, offline, paid, owned, or earned media. Furthermore, valuable and engaging content should be created and distributed to educate, entertain, or inspire your audience. Social media, email marketing, SEO, influencer marketing, or other methods can be used to amplify your reach and visibility. In conclusion, by promoting your brand effectively you can attract more customers and grow your brand.

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Nuria Pizan

Brand & Creative Director bei SanLucar Company | Over 100 international Creative Awards | Winner German Brand Award and Global Brand Award 2024
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It's good to present yourself differently from others. You have to stand out to be noticed. In products, packaging is particularly important because 80% of purchase decisions are also made based on the perception of packaging. Certain rules need to be followed, like font sizes, symmetry, contrasting colors. And it should be different from the packaging in the environment. But advertising or communication should also be different and convey a strong convincing idea.

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7 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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Cristina-Simona Anghel, MA

Marketing @TRUST SQUARE | Founder | H2H (Human2Human)
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Be more visible, and be consistent. Never stop talking about the brand. Use free tools before diving into paid ads to see what type of content is best for your brand.

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Christianne Balzun

National Marketing Manager at H&R Block Canada | Client-Centric Marketer | Branding Expert | Visionary Strategist
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The key to standing out in a crowded market lies in strategic differentiation and having an authentic brand identity. Researching competitors is crucial. It unveils gaps you can fill and helps define your unique value proposition. Craft a brand identity that resonates with your target audience - a compelling story, recognizable visuals, and consistent messaging and tone of voice. Be different, but memorable.

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You’re struggling to make your brand stand out in a crowded market. What’s the best way to get noticed?

1

2

3

4

5

6

7

1 Define your brand identity

2 Research your competitors and customers

3 Create a compelling brand story

4 Design a distinctive brand identity

5 Deliver a remarkable customer experience

6 Promote your brand effectively

7 Here’s what else to consider

Brand Management

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You’re struggling to make your brand stand out in a crowded market. What’s the best way to get noticed?

1

2

3

4

5

6

7

1 Define your brand identity

2 Research your competitors and customers

3 Create a compelling brand story

4 Design a distinctive brand identity

5 Deliver a remarkable customer experience

6 Promote your brand effectively

7 Here’s what else to consider

Brand Management

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