Brand Differentiation: Be Clear, Be Bold, Be You.

It’s a crowded market out there. Around every corner, there’s a competitor vying for your customers’ attention. Whether you’re up against a shiny new entrant in your industry, or a long-standing rival—one surefire way to lose your edge is to fall into a trap of sameness.

The fact of the matter is, blending in is easy…and bad for business. To remain a leader, not only must you continually evolve your business and brand, you need to do it better—and differently—than the competition.

But to truly differentiate, you have to take a different approach. 

Be Clear: Define who you are and what you offer.

Have you ever gone to a company website, spent some time looking around, and left more confused than when you arrived? You may be surprised to learn that many companies have a really hard time communicating clearly about themselves. In fact, simply focusing on bringing clarity to what your company does goes a long way in differentiating you from competitors that do the same things, but just can’t get their message or communication hierarchy quite right.  

Remember, your potential customers have short attention spans. If they can’t figure out what your company does and how you can help them within seconds, they’re already on to the next company. Being clear, succinct, and direct in your messaging is often a breath of fresh air in a branding landscape overrun by marketing jargon.

Be Bold: Highlight your how—and ultimately, your value.

Unless your company truly is a needle in the haystack, there’s likely an abundance of companies out there that claim to do the things you do. So, if you’re not inherently different in what you do, you need to uncover the difference in how you do it.

In other words, why should a potential customer choose you? What can you offer that others can’t? Maybe your company has been around for ages and your people hold deeply rooted expertise. Or perhaps you’re smaller, and subsequently more agile and accessible, than your competitors.

Once you narrow in on how you’re able to serve your customers better and differently than the competition, be bold in how you showcase the value you can provide. And don’t just say it, prove it—things like statistics, case studies, and testimonials go a long way towards building credibility.

Be You: Communicate beautifully.

To further set your company apart from the competition, it’s imperative to develop a brand that brings messaging and visuals together in a way that seamlessly and beautifully reflects your company at its core.

Your brand should exude a personality that’s uniquely yours. This personality shines through in the language, voice, and tone you use to tell your brand story, as well as in the look and feel you present visually. It’s all guided by a brand strategy designed to help cement your position in your industry as the company you want to be known as; the company that your audience will want to work with.

Discover Your Difference

By finding clarity in who you are and what you do, promoting the value you provide, and communicating in a way that reflects your brand’s unique personality, there’s no question that you’ll set your organization apart from—and most importantly, above—the competition.

Don’t get lost in the shuffle. To learn about how Moncur can support your company’s branding efforts, contact us today.