Brand Secrets for Standing Out in a Crowded World

These days, we live in a world of infinite supply…

In just a few clicks, anyone can start a business. Anyone can create products, build an online store, publish ads, and reach an audience online. This means that every market is becoming flooded with businesses offering similar products, features, and solutions. 

So to stand out you need to have a brand that your customers connect with, and care about deeply. 

In this post, we’ll be sharing some tips and strategies to help you to build your brand. These insights all come from our new podcast series — it’s called Breaking Brand and it’s out there for you to listen to right now

What exactly is a brand?

Before we jump into some strategies and tactics for creating a brand your customers will truly care about, let’s first look at what exactly a brand is. 

The word “brand” is used a lot in marketing today. But what exactly does brand mean? That question that might sound simple… but is actually pretty complex, and there isn’t a one-size-fits-all answer.

David Ogilvy describes a brand as “the intangible sum of a product’s attributes.”

Marty Neumeier, an author and speaker who writes about branding and innovation, says “a brand is a person’s gut feeling about a product, service, or organization.”

And Camille Baldwin, one of the Pattern Brands founding team, and star of Breaking Brand, says “brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.”

Brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.

Camille Baldwin, VP of Brand, Pattern Brands

So to summarize… Your brand is the identity of your business, and how it makes people feel. 

Now, let’s dive into some takeaways from Breaking Brand to help you build a buzzworthy brand that stands out against your competitors.

4 Ways to build a memorable brand

1. Know what your consumers care about

Most people are really good at explaining the “what” and the “how” of their business. For example, say you’re an accountancy company, describing the what and the how is pretty simple…

  • What you do is you help individuals and businesses to ensure their finances are in shape.
  • How you do it might vary, but it tends to involve some form of account management where you assist with invoicing or balance the books every month or quarter.

And the thing that will help one accountancy company stand out from its competitors is moving from the what and the how to the why.

The “why” is what will make a potential customer choose your business over another. The “why” is your differentiator. 

In general, consumers aren’t too fussed about how you do your work — the tools you use, your internally processes, and things like that. What consumers care about is “why does this business matter in my life?” 

And to go back to the accountancy example — we already explained the what and the how — but the “why” might not be so obvious. For example, if an accountancy company mostly serves small businesses, the “why” might freeing up time for the business owner to spend with family and friends. 

So how do you find your why? 

Customer research is a great place to start.

At Buffer we often do research interviews with customers to learn how our product helps them, and to better understand how they describe the benefits of Buffer. We’ve even had teammates spend the day with customers at their offices to see first-hand how Buffer fits into their routines and workflows.

And in Breaking Brand, Emmet Shine, co-founder of Pattern Brands, talks about the importance of knowing the customer when it comes to building a brand consumers will care about.

Before starting Pattern Brands, Emmett helped over 50 businesses launch to market, and one of those businesses was Sweetgreen, a restaurant chain selling healthy salads and grain bowls.

When working on the Sweetgreen brand and trying to understand its customers, Emmett and his team spent countless hours at Sweetgreen restaurants. They would watch how the staff would prepare salads, listen to how customers would place orders and immerse themselves in how the company works.

Essentially, they were trying to understand every tiny detail about what made Sweetgreen unique and special. 

This enabled the team to craft a brand that really emphasised what customers were looking for from Sweetgreen and helped them to find their “why”. 

Now Sweetgreen has over 75 restaurants and reportedly generated in excess of £100 million in 2018. So they clearly have a brand that fits what consumers are looking for.

2. Find the technical, functional, and emotional benefits of your business

Once you’ve done your customer research, you can begin to think about the various types of benefits your business offers consumers.

In episode one of Breaking Brand, Pattern’s VP of Brand, Camille Baldwin shares how the brand pyramid framework can help you to define those benefits. 

Brand pyramids have been around since the late nineties, but still play a key role in brand strategy. Pyramids help you to answer fundamental questions about your business and its place in the market. Here’s an example brand pyramid from Insead Knowledge:

Three of the key elements of any brand pyramid are the technical, functional and emotional benefits your business offers consumers. 

Technical benefits

At the bottom of your pyramid, you’re thinking about the technical benefits of your brand (labeled ‘Features and attributes’ in the above image). Essentially this will help you to define what you do as a company. At this stage you’ll want to ask questions like: How is this business benefiting the consumers? How will it make money? What are we offering? 

For example, at Buffer we might say the technical benefit of our product is to manage all of your social media content and profiles in one place. 

Functional benefits

Then, with the technical benefits of your brand defined, it’s time to look at the functional benefits you can offer consumers. Functional benefits are essentially what your customers get when they buy your product or service.

Functional benefits tend to focus on things like how a product can improve your life, help you stay connected to others or help you to make forward progress. 

At Buffer, a functional benefit might be not having to hit publish manually every-time you want to share to social media. Or in the case of a car: a big, spacious family car will offer the functional benefit of space for your whole family to travel in comfort. 

Emotional benefits

Next up, are emotional benefits. And these are really what makes one brand stand out from another.

Emotional benefits are how your brand makes someone feel based on the stories you tell consumers. 

One emotional benefit of Nike, for example, is that its equipment will make you feel like a professional athlete. And at Buffer we might say the emotional benefit of our product is peace of mind knowing that your content will be posted to social media platforms at exactly the right time every time. 

As you go through everything you’ve learned during your customer research phase, start looking out for emotion-based words your customers, or potential customers, use to describe your company or the problem you’re solving. 

Whenever someone says “I feel” or “it made me.. happy, relaxed, proud, or healthy”, for example, this helps you to identify the emotional benefits your company delivers. 

 3. Craft a simple tagline and message

Just Do It, Think Different, I’m Lovin’ It… 

Those are all examples of great brand taglines. By saying just two or three words, I bet you knew exactly which businesses I was talking about. And that’s the power of being able to boil your message down to something simple, and memorable. 

In episode three of Breaking Brand, Emmett Shine, co-founder of Pattern Brands explains: “The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.”

The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.

Emmett Shine, Executive Creative Director, Pattern Brands

But this isn’t easy to do.

It took the Patten Brands team months of ideating and back-and-forth to land on their tagline “Enjoy Daily Life”.

But now that simple statement acts as a guiding light for everything they do. From the content they post on social media to the products they sell. 

Boiling your whole business down to one sentence, or even just a couple of words can be very tough. And you can’t force it. One of the best ways to craft the perfect tagline is to facilitate brainstorms and create space for idea sharing. Another thing the Pattern Brands team has done was to journal about their business and riff on ideas in private too. 

And sometimes the best ideas will come to you outside of the office. So don’t be afraid to think outside the box, and away from your desk. 

Communicating a clear message in just a few words is very difficult. One way we’ve found to come up with taglines at Buffer is to start long and edit down.

So to begin with, write exactly what your business delivers for customers in as many words as it take — this could be a paragraph or two, maybe even longer. And remember to think about the emotional benefits here too, not just the technical and functional benefits you offer. 

Next, you’ll want to take what you’ve just written and edit it down to just one or two sentences. Repeat that process to make it one sentence, or just a few words. Then take that final piece of copy and play with a number of different versions: Rewrite it, change out words, and experiment with different lengths. This process will help you to distill all of the thoughts you wanted to share about your business into a short, memorable tagline. 

Now you might be wondering: “Why is a tagline so important?” 

From personal experience, I know I’ve never bought a Mac because their tagline is “think different.” But having that tagline in places means that Apple has a clear mission, and everything it does — from the adverts it makes, to its keynote launches — is guided by that vision.

4. Ensure your business lives and breaths your brand

To be successful, and for consumers to trust your message, you have to live your brand. 

For example, Nike says its mission is to “bring inspiration and innovation to every athlete in the world.” And the company sees every single person as an athlete, not just the pros. 

But Nike doesn’t just say that, it lives by it. 

That’s why the company focuses on creating the most innovative clothing and footwear, and why its advertising revolves around inspirational messages and stories.

Nike’s brand is reflected in every piece of content it puts out on social media. Just before writing this, I jumped over to Nike’s main Instagram account, here are just a few posts I spotted:

  • An IGTV video with Saquon Barkley sharing where his NFL dreams started.
  • A photo of women’s marathon world record holder Brigid Kosgei with former record holder Paula Radcliffe.
  • A photo of Rafael Nadal sharing his ambitions as a child.

Of course, not all businesses will have the resources of Nike, or the access to global superstars for that matter. But it still serves of a great example of ensuring the essense of your brand shines through on every platform. 

To go back to the accountancy example I mentioned earlier. If your “why” or emotional benefit is giving small business owners more free time to spend away from work, you could ensure all of your messaging and content supports this mission. This could mean Instagram posts with clients enjoying themselves away from the office or blog posts about disconnecting from work. It could even mean you rethink the imagery and copy you use on your website.

As I mentioned right at the start of this post, your brand is the identity of your business and how it makes people feel. So every single touchpoint where someone can interact with your business should represent what you want your brand to be, and how you want people to feel. 

Source link

61 Replies to “Brand Secrets for Standing Out in a Crowded World”

  1. ISM Phototake 3) Watney Ninth Phototake, Canada online pharmaceutics Phototake, Biophoto Siblings Adjunct Cure, Inc, Impaired Rheumatoid Lupus LLC 4) Bennett Hundred Prison Situations, Inc 5) Transient Atrial Activation LLC 6) Stockbyte 7) Bubonic Resection Gradation LLC 8) Patience With and May Make headway as regards WebMD 9) Gallop WebbWebMD 10) Velocity Resorption It LLC 11) Katie Appeaser and May Make instead of WebMD 12) Phototake 13) MedioimagesPhotodisc 14) Sequestrum 15) Dr. best essay service Oqdnza bolzlu

  2. I simply wanted to appreciate you once more. I do not know the things I could possibly have done without the tips provided by you concerning such theme. It was before an absolute frightful matter in my position, however , taking note of the very expert approach you handled that forced me to weep for happiness. Now i am grateful for your information and then trust you know what an amazing job your are carrying out instructing people through the use of your website. I’m certain you haven’t come across any of us.

  3. I am just commenting to make you understand of the great encounter my girl experienced going through your site. She mastered a wide variety of issues, not to mention how it is like to possess an incredible giving mood to get folks really easily comprehend a number of multifaceted subject areas. You really did more than people’s expected results. I appreciate you for providing the great, healthy, informative as well as fun tips on the topic to Mary.

  4. I am glad for writing to let you know what a perfect encounter my friend’s princess gained visiting yuor web blog. She figured out so many pieces, with the inclusion of what it is like to have a wonderful teaching heart to get men and women just fully understand various complex subject areas. You undoubtedly surpassed visitors’ expectations. Many thanks for delivering the beneficial, safe, explanatory and as well as easy thoughts on your topic to Lizeth.

  5. I as well as my guys were looking through the best tips and hints found on your web site and before long I had an awful suspicion I never expressed respect to the web site owner for those strategies. Most of the people ended up absolutely very interested to read through them and already have unquestionably been making the most of them. We appreciate you simply being well thoughtful and then for finding some brilliant resources most people are really eager to understand about. Our own sincere regret for not saying thanks to you sooner.

  6. I simply wanted to thank you very much yet again. I do not know the things that I would’ve taken care of in the absence of the techniques provided by you relating to that industry. It seemed to be a very alarming scenario in my view, nevertheless finding out a new well-written manner you solved that made me to leap over gladness. Extremely happier for this assistance and then trust you really know what an amazing job your are accomplishing training many others thru your website. I know that you haven’t come across any of us.

  7. I definitely wanted to develop a simple remark to thank you for all of the lovely hints you are giving out here. My prolonged internet lookup has at the end been compensated with really good facts and strategies to exchange with my two friends. I would express that we visitors actually are undoubtedly lucky to live in a superb place with very many wonderful individuals with useful suggestions. I feel very much happy to have come across your entire website and look forward to so many more enjoyable times reading here. Thanks a lot once again for a lot of things.

  8. I am just commenting to make you be aware of what a helpful encounter our child had checking your site. She mastered numerous details, including how it is like to possess a great helping spirit to let a number of people easily learn about certain hard to do issues. You undoubtedly did more than our own expected results. Thanks for presenting these good, trusted, explanatory and as well as fun tips on that topic to Emily.

  9. I enjoy you because of all of your labor on this web site. Betty enjoys participating in internet research and it’s really simple to grasp why. We know all relating to the dynamic medium you make efficient items through this web blog and as well as welcome participation from some others on the issue then my daughter is actually learning a great deal. Enjoy the remaining portion of the new year. You are doing a brilliant job.

  10. I truly wanted to construct a quick word to express gratitude to you for those lovely guidelines you are giving out on this site. My extended internet look up has now been compensated with extremely good points to talk about with my great friends. I would mention that most of us readers actually are quite endowed to be in a magnificent network with so many perfect professionals with beneficial strategies. I feel extremely fortunate to have seen your web site and look forward to really more entertaining moments reading here. Thanks once more for everything.

  11. I enjoy you because of all of your effort on this website. My niece really loves conducting investigation and it’s obvious why. We all notice all about the compelling form you offer advantageous tricks through this web site and attract contribution from some other people about this idea then our own daughter has always been starting to learn so much. Have fun with the rest of the new year. You have been conducting a really good job.

  12. I wish to show some thanks to the writer just for rescuing me from this type of predicament. Just after surfing throughout the the net and obtaining strategies which are not pleasant, I figured my life was over. Existing without the approaches to the difficulties you have resolved by means of your entire site is a serious case, and the kind that could have negatively damaged my entire career if I had not come across your web page. Your actual training and kindness in maneuvering everything was helpful. I’m not sure what I would have done if I hadn’t encountered such a thing like this. I am able to at this time look ahead to my future. Thanks a lot very much for the expert and result oriented help. I won’t hesitate to recommend the blog to any person who needs and wants recommendations on this area.

  13. I intended to compose you the very small word so as to thank you yet again with the marvelous basics you have featured in this case. This is simply particularly open-handed of you to deliver easily what exactly numerous people would have supplied as an e book to earn some cash for their own end, notably considering that you could have tried it in the event you decided. These techniques also worked like a fantastic way to comprehend someone else have the same keenness really like mine to see lots more in respect of this condition. I know there are thousands of more pleasurable sessions in the future for those who start reading your blog.

  14. My spouse and i got now thankful when Michael managed to do his investigations from your precious recommendations he made while using the web site. It is now and again perplexing to just continually be making a gift of tricks which often people today might have been trying to sell. And we keep in mind we need the writer to give thanks to because of that. The entire illustrations you’ve made, the easy blog menu, the relationships your site make it possible to promote – it is many overwhelming, and it’s really assisting our son in addition to the family reckon that the subject is fun, which is certainly especially pressing. Many thanks for all!

  15. I am also writing to make you know of the great experience my cousin’s child gained browsing your webblog. She figured out several details, including what it’s like to have a wonderful coaching mood to get the others with ease gain knowledge of a variety of problematic matters. You actually surpassed readers’ expectations. I appreciate you for offering those essential, healthy, edifying and as well as cool tips on this topic to Kate.

  16. Thanks so much for giving everyone an exceptionally pleasant chance to read in detail from this blog. It is always so brilliant and as well , full of fun for me personally and my office acquaintances to search your blog the equivalent of thrice weekly to find out the newest items you have got. And indeed, I am at all times happy concerning the spectacular tactics served by you. Some 4 facts on this page are surely the most effective we have had.

  17. I would like to express my affection for your generosity supporting folks that really want help on this area. Your real commitment to passing the message throughout came to be exceptionally insightful and have allowed guys and women like me to reach their targets. The helpful advice signifies much a person like me and somewhat more to my mates. Warm regards; from each one of us.

  18. I want to point out my appreciation for your generosity in support of persons who require help on in this matter. Your personal dedication to passing the message up and down appeared to be extremely interesting and have usually helped most people like me to realize their pursuits. Your amazing insightful useful information means a whole lot a person like me and much more to my fellow workers. Thanks a ton; from all of us.

Leave a Reply

Your email address will not be published. Required fields are marked *