No matter how great your product or services, there is no such thing as a monopoly in today’s marketplace. There is an option for every product or service out there — usually an overwhelming number of options. So how do you get noticed and attract clients in the middle of all the noise? You might be surprised to learn that the key to success is to market your brand, not your product or service.

Think about iconic brands like Coca-Cola and Nike. Does Coca-Cola tell you all the ingredients in their product or about where it’s sourced or how it’s made? Nope. Their latest tagline tells you to “Taste the Feeling” and their iconic logo is unmistakable. They’re promising an experience and feeling you have when you use their product. Does Nike talk all day long about their shoe construction or what their exercise wear is made of? No. The iconic tagline “Just Do It” is one of the most successful taglines ever created. Their “swoosh” logo implies movement and both inspire and encourage us to exercise. Even the Dollar Shave Club isn’t talking about the razor you’re buying. Their slogan “Shave Time. Shave Money.” shows they truly understand their audience and know how to speak directly to them.

How does your brand compare to these highly successful brands? You may not have the marketing budget they do, but the principles for standing out in a crowded marketplace are the same and can work for a business of any size.

• Position your brand by narrowing your focus and staying true to who you serve. Narrowing your focus allows you to better target your ideal client.
• Become known for who you are and create an emotion associated with your brand. Your brand should reveal the essential value you offer.
• Create curiosity and belief in the minds of your audience that your brand offers something new—something they haven’t experienced before.
• Differentiate how your brand looks from your competition. You can stand out by looking different and having a brand design that reflects who you are as a business.

These principles are a good place to start, but don’t confuse branding with advertising or marketing. Advertising is how and where you call attention to your brand. Marketing is actively promoting or “pushing” out a specific message. Branding is communicating your authentic values that clarify what your brand is and is not. It is “pulling” your audience in through attraction.

Is your branding attracting just the right clients to you? I know it can be difficult to figure out, so if you’re ready to strengthen your brand but don’t know where to start, then we should chat. I’m always ready to help with creative ideas, suggestions, and, of course, with custom, hand-crafted designs for you!