You're struggling to stand out in the digital space. How can you set your brand apart from competitors?

Brand identity can be approached with a clear interrogation of the target audience by research, developing a value proposition and analysing competition. A unique distinguishable logo for the brand should be developed and a language that resonates well with the audience should be used for customer engagement using offline or online methods of engagement and communication. The brand story should be closely intertwined with the brand activities to the point that it causes a strong following with customers and prospects. This helps the brand to be unique and recognizable, it drives consistency, and reflects it's core values, core products and business.

The one thing you have which is unique to anyone else is your story. Throughout history stories have been the currency of humanity and how information has been passed down through generations. Create a story and stay consistent with it across all outlets. Over time this will make people remember your brand as you are consistently telling people what makes you unique and are connecting with them on an emotional level.

Your value proposition is the cornerstone of your brand's appeal. It's the promise of the benefit that you deliver to your customers. To refine your value proposition, focus on what sets your products or services apart. Is it quality, price, innovation, or customer experience? Highlight these unique selling points in your marketing materials. Make sure your value proposition is clear, concise, and communicated effectively across all digital platforms.

A brand's value proposition defines what needs and wants a brand fulfils, it explains it's benefits, and the key differences with other products that are similar in the market. A great value proposition should be inspiring, exciting and motivating mass appeal to the audience. The Unique Selling Point USP of a brand should indicate clearly key value the brand offers, the brand uniqueness that explains the difference from competitor brands, and the relevance to the customer. These in combination excites customers are encourages them to make a buying decision.

Engaging content helps to keep customers and prospects hooked to a key interest they are presented with. The content should be able to align with the key interests of the audience that they would find exciting, interesting and in fact would"wow" them by exceeding expectations. These content include but not limited to blog posts, brand industry news, infographics, user generated content and videos which are highly engaging and leave highly positive impressions on the customer that aren't easily forgotten and would boost the brand's visibility.

Building a strong relationship between the brand and clients improves brand engagement, brand awareness and brand loyalty which in turn ensures repeat business, increased purchased which improves sales volume and value. It's very important, imperative, relevant and highly advantageous to have a very fast response mechanism in place to address customer queries and issues. Whenever customers perceive that you understand and emphasize with their wants, and find solutions to those wants, the prompt brand engagement soars customer loyalty. The brand should deploy CRM Customer Relationship Management tools to exceed customer needs to align with the brand to turn customers into loyal brand advocates by sharing the brand's positive news.

The brand's identity must ensure that brand experience, products and content all intertwine flawlessly and resonate the same message at all times. There must be alignment, there must be blending and consistency in the whole customer brand experience. With a very great brand experience, customers don't mind paying more for products, great branding allows for fierce customer loyalty, sometimes "cult like" brand followings. This is evident in new brand releases, some brand loyalists don't mind joining the queue for hours just to buy a highly sought after brand from an outlet.