Ever wondered why we call it “branding”?
The term originated from the age-old practice of branding cattle on the farm. Ranchers used unique marks to differentiate their cattle from all the others on the range. This principle of differentiation is at the core of modern branding.
Just as each rancher’s brand was unique, your business’s brand should be designed to STAND OUT.
Branding is all about singularity-creating in the mind of your prospects the perceptions that there is no other product on the market quite like yours.
In a crowded marketplace, your brand is:
- the mark that sets you apart
- the promise of what makes your product unique
- the voice telling why it’s the best choice
Think of your brand as your unique take on the range of the marketplace.
Make it distinct. Make it memorable.
Simple steps to get started:
- Audit Your Current Brand Messaging: Review your website, your social media and all your marketing materials. Are you speaking about yourself more than your customer? Adjust the focus to highlight customer outcomes and benefits.
- Train Your Team: Ensure everyone in your company understands the importance of focusing on the customer and feels comfortable delivering this message. From sales to customer service, ensure everyone is aligned in this approach.
- Gather and Share Customer Success Stories: Actively collect and share testimonials and case studies. Use them often in your marketing to demonstrate real-world success and relatable results.
- Consistent Brand Messaging: Your customer should hear the same value proposition whether they’re on your website, reading your latest post, or speaking with your sales rep.
By making these adjustments, you can create a brand that truly resonates with your target audience and drives meaningful engagement and sales.
