We are living in a day and age when communication networks wrap the face of the earth, giving everyone a podium with a worldwide reach. From a business perspective, the potential of the tools we have available is far-reaching especially for established brands who can get their message across in the most efficient and cost-effective way, but for small-time businesses or those who are just starting, it makes the space that much noisier. Rising through the clamor requires strategic thinking, a distinctive approach, and perseverance. To develop a strong brand, you need to start from or revisit the fundamentals to deliver experiences that separate you from the crowd. Here’s a quick look into how you can start taking steps towards that goal.

Start from Within

The best type of differentiation is ingrained in the essence and structure of a business. Before starting to communicate with the world, you need to be able to clearly define the value your company is proposing. If you can’t pinpoint it, you can’t expect the market to deduce it out of your disorganized marketing efforts. To gain clarity, start with your ideals, values, and attributes that define your business. Ask yourself, why did you start your company? What problem are you trying to solve? And why should people care about what you offer? If money wasn’t an issue, why would you do what your business does? The answers to these questions form the foundation of your brand, the assortment of ideas that you will constantly communicate to your target market to take a position and stand your ground. 

Define Your Target Customers

The best solutions are linked to real-life problems people are facing. Now that you know who you are and what problems you solve, it’s time to clearly identify who has those problems. The goal here is to understand them as much as possible: Who are they? What are their interests? What are their pain points? Where can you find them?

With this knowledge, you can map the customer journey and assess where you get in contact with them; these points of contact are called touchpoints. They are opportunities for you to make an impression on your target customers and express your distinctiveness. Identifying customer touchpoints is key to tailoring your marketing and communication strategy.

Competitor Analysis

There is no way to differentiate if you don’t know anything about those who offer solutions to the same problem you are addressing. First, you need to make a list of every company in your competitive environment. Research and analyze their marketing strategies, product or service offerings, communication channels, and overall approach. Can you spot similar themes and practices across multiple competitors? Are there blind spots that you can use to your advantage? What is it that no one else is doing or you do it best?

Designing Brand Identity

In this phase, all your research and theories are materialized into tangible things that stimulate the senses. From visual identity which includes logo design, color palette, imagery, typography, packaging, interior design, user interface, and everything visually associated with your business to brand architecture, i.e., the relationship between different business lines, products, and services, to names and taglines. Everything should reflect the strategies developed in earlier phases. The idea is to create a comprehensive experience across multiple touchpoints to clearly express your unique mission, vision, and values. Then and only then, you can strike chords, attract the like-minded and build long-lasting relationships.

The name of the company is particularly important because it’s the very first thing the audience takes notice of. A well-chosen name drives differentiation right out of the gate. It should stand for something, be distinctive, easy to pronounce and remember, and legally protectable. The naming process can be extremely overwhelming. It requires a lot of research, discipline, and creativity. Online tools like a business name generator can get you started on brainstorming ideas.

Your logo is the visual equivalent of your name. It’s a brand component that gets the most exposure. A well-designed logo is in line with the brand’s personality, and blends in well with the overall look and feel. The best approach is to view the whole brand as a unified system in which every part must play its role in harmony with the other parts. It’s like an impactful story teeming with fully developed characters that convey a strong message. It’s more art than science and that is precisely why it has the potential to transform a business into something beyond expectations.

Brands develop over time. It’s an aggregate of experiences, emotions, engagements, and fulfilled promises, over a long period of time. While you should take the first step strongly, it is how you manage it in the long run that dictates your odds of success.