Are you having trouble standing out from your competition? Are you tired of constantly having to compete on price alone? Are you just another “me too” company?
Differentiating yourself isn’t easy. Like most small business owners, you probably have plenty of competition. Convincing your prospects that they should choose you over the rest can be quite a challenge.
But it doesn’t have to be this way.
What’s the answer?
Branding isn’t just for larger organizations. Having a strong and attractive brand is a crucial part of your sales success because it sets you apart from the other companies in your industry. This article will give you 3 branding tips that can drive your company to success.
Identify Your Unique Selling Proposition
You have to have a unique selling proposition that makes your company a more attractive choice for your prospects. A unique selling proposition is one of the main factors that will help you stand out from the rest of the companies in your industry.
A unique selling proposition can be described as a quality of your offering that other companies don’t have. It’s something you offer that most of your competition doesn’t.
Maybe your company does the job better. Or maybe you get it done faster. Perhaps you’re more affordable. Any distinguishing factor that provides a clear benefit to your prospect will help.
Here’s an example.
Volvo sells cars. Their cars do basically the same as any other vehicle; it helps you get from point A to point B. However, Volvo’s unique selling proposition lies in safety. Volvos are seen as being much safer than other cars. People who purchase a Volvo do so mainly because they don’t want to worry about getting injured in a car accident.
Figure Out Your Brand’s Purpose
Along with having a unique selling proposition, your brand needs to have a purpose. You need to stand for something more than just your products or services.
Having a distinct brand purpose will not only make your brand stand out, it will give your prospects something to connect with. Consumers don’t connect emotionally with products. They connect emotionally with brands.
You need to identify and communicate a clear purpose that most people can agree with. It has to be related to the difference you want your company to make in the world.
Here’s an example:
Chipotle sells Mexican Food. But that’s not Chipotle’s only purpose. Through its “Food With Integrity” movement, the restaurant chain only gets its food from farms that are humane. They will not support farms that treat its animals badly.
In addition to that, they focus on getting their food from only the most healthy of sources. When a patron dines at their restaurants, they won’t have to worry about consuming food that can harm their bodies.
That’s what a brand purpose is all about. What does your company stand for? Why? Answer these questions and you will be well on your way to establishing an attractive brand purpose.
Embody Your Brand
Lastly, you need to embody your brand. Nobody will believe what you’re saying if your words and actions don’t line up.
Your brand message needs to be present in each sales and marketing effort. As the business owner, you have to be the personality of your brand. You should be the one who shows this brand personality to your customers and employees.
An example of this is Steve Jobs. Jobs was all about quality and innovation. And he showed it. He wouldn’t tolerate less than stellar work on Apple’s products. It’s the reason Apple has had so much success.
If you follow these three tips, you will build an awesome brand that your prospects will buy into. It’s the best way to stand out from your competition.