There are endless numbers of brands out there—more than 28 million small businesses in the US alone. There are even more brands in the mix when you add in mid- to large-size businesses, so it becomes pretty obvious how important it is to make your business and brand stand out from the crowd. Sure, only a fraction of a percent of those brands are probably competing with your business—maybe even just .01 of a percent. But that’s still 2,800 small businesses, not to mention the big guys! That’s huge.
Fortunately, there are lots of great ways to make your brand stand out. Here are the three most important principles in making your brand stand out, and some of our favorite ways businesses have applied them.
It’s easier to say than to do, but do everything you can to keep your brand message fresh and original. If you revert to standard sales talk instead of sending a unique message, you will lose the attention of your listener fast. Take some inspiration from the Dell/Intel “What Lives Inside” campaign when you think about being original:
We’re not saying you need a high budget with Hollywood actors to make ads for your brand! But think about this: what about computer chips makes you think about this storyline? Probably nothing—but it has been an inspired, original campaign for the companies that have made consumers think about them in all new ways.
No one can love your brand and buy your product or service if they don’t know about it. The first step in getting more business is being seen. Leverage multiple opportunities to show off your brand and content; that logo and flyer can work on paper in the real world and in the social media/digital universe, too. Diversify your strategy, so you have a better chance of getting seen in different places by people who wouldn’t otherwise catch your branding message. At the end of the day, the world’s most creative, clever message is ineffective if no one sees it.
In 2016, the top ten spots for viral video ads mostly went to big businesses as you’d expect—but think about this. Three of those ten spots went to Samsung smartphone ads, so they’re really mastering the art of getting attention and staying visible! Also, there was one outlier among the ten: the “Buster the Boxer” holiday ad from British company John Lewis—a company most Americans wouldn’t have heard of but for this video.
Clear text and crisp, appealing graphics communicate your brand message in a way people understand and enjoy. Your graphics need to be sharp and clean, meaningful yet simple. Any photography you use must look professional and be printed at the highest possible quality level to retain that aura of professionalism your brand needs to thrive. And ensure that your text is clear and doesn’t confuse your brand message.
For this point, consider research presented by Marketing Week: consumers spend more on simple brand experiences, products, and services that are clear and make sense to them right away. By keeping your brand message clear and professional looking, you are far more likely to achieve this simple brand experience goal.
The bottom line
In the end, this isn’t rocket science, but lots of brands get it wrong. By keeping your brand message original, visible, and clear, you are using the best practices that make brands stand out in a sea of competition. Remember, for professional help with your branding message and more insight into how to creatively set your brand apart, reach out to JS Signs & Printing.