Creating a unique Brand Identity in a crowded market
by Julian Gratton
A company’s Branding is fundamental to consumer recognition and symbolises the company’s differentiation from its competitors. That’s why a Brand Identity is more than just a logo; it’s a collection of ideas, images and verbal attributes that convey the essence of a company, product or service.
Your Brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your Brand is derived from who you are, who you want to be and who people perceive you to be.
Whatever the size of your business, a good Brand strategy gives you a competitive edge whatever sector you work in. This is especially true when you work in a sector where it is hard to differentiate one company’s offering from another.
This belief is perfectly summed up in the title of the respected Marketer, Martin Butler’s book ‘People don’t buy what you sell, they buy what you stand for’. In this book, Martin makes a case that what some of Britain’s most famous retailers stand for is more important than what they sell.
Take John Lewis as an example. What they sell is very similar to what Debenhams and The House of Fraser stores offer. What’s different about John Lewis, though, are the ideals set out by John Spedan Lewis for everyone in the company to follow. These are:
- A business that is fair to customers and suppliers as well as to those who work in it
- A business that the Partners really felt was their own (Hence John Lewis’ profit share scheme)
- A business that challenges and beats the best of the competition and attracts people at the top of their profession to its executive ranks
Creating your own Brand Identity in a crowded market
Branding a small or medium sized business follows essentially the same principle as branding a larger company. Lets take Financial Advisers as an example. There are approximately 9000 Independent Financial Advisers in the UK, so it’s a safe bet that it’s hard to differentiate one from another… that’s why a unique Brand Identity is crucial to success.
When creating your own Brand Identity, you have to understand that it is not just an integral part of your marketing strategy. It’s also an important part of how you interact with clients, prospects, vendors, employees, and anyone else with whom you come in contact.
Therefore, to begin with it’s important to ask yourself the following questions:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
To answer these questions it’s important you do some research. Canvass opinion from your customers in the shape of questionnaires and also look deeply into the offering of your competitors. This will enable you to create an identity that is not only appealing to your customer base, but also differentiates you from your competitors.
Once you have created your Brand Identity it is vitally important that everyone, from those who answer the phones to those who deal with customers on a daily basis, believes in what you stand for.
Finally, make sure that your Branding is consistent. There’s nothing more damaging to a Brand than having a different message on your website to that sent out in a mailing. It’s easy to confuse a customer, and the more conflicting messages you send, the easier it is for a customer to go elsewhere.
If you’d like to have a Brand Identity created for you… why not give Red C a call on 0161 872 1361 or click here
Tags: Advertising, B2B Marketing, B2C Marketing, Brand Identity, Brand strategy, Branding, Direct Marketing, Marketing, Martin Butler, People don’t buy what you sell, Small Business
