Differentiate Your Brand Language
The next step after completing your market research is creating a brand identity.
You’ve discovered the intimate needs and frustrations of your potential customers. Now you need a strong brand identity to stand apart from your competitors and pique the interest of your customer.
Create a brand language through your imagery and copy tone and give a strong teaser that speaks to your audience and grabs their attention.
Understand the unique value proposition of your brand. Your product needs to fill in the gaps that other brands aren’t providing, and it needs to have a “je ne sais quoi” never-been-seen feel. How do you figure out your unique value proposition? Answer these four questions:
• What’s the most unique thing about your brand?
• Why should customers buy from you rather than your competitors?
• What makes you stand out among your competitors?
• What’s your competitive edge?
Don’t be afraid of being too niche! In fact, you must be extremely specific.
Generalizing is dangerous, because you can’t differentiate yourself if you’re speaking to everyone. Know what makes you different from everyone else. Who absolutely needs your product? If you did your research, you’re already inside your customers’ heads and know what makes them excited.
A great example is the brand Wildfang.
The two founders created the brand after seeing a need in the market for boyish clothes that fit a woman’s body. They did extensive market research before even launching their website. (It also helped that they were the demographic they were going after—but they didn’t stop after just taking in their “gut feeling” as a gauge).
Wildfang spoke to multiple women within their circle to identify their frustrations and wants. When it came to creating an experience that got their customers’ attention, they already knew exactly how to do it.
A good place to start with differentiation marketing is to create a solid elevator pitch. No, an elevator pitch isn’t meant for your customers. But it’s still an excellent tool to gain clarity on your business. Once you have a solid elevator pitch, ensure all of your brand communication aligns with it.
Your brand messaging must be cohesive and say the same thing throughout every platform. Use the same copy tone, social media handles, and photography no matter which channel you’re using. If you don’t, you’ll confuse your customers, because they won’t understand what you truly stand for.
Don’t underestimate the power of offering a reward that people can’t resist.
It doesn’t have to be discount-driven, but you need to give them an incentive to join the party early on. Develop copy that resonates with your customer and captures their attention so they’ll stay tuned.
Find out how to get noticed in a crowded market in the next lesson.
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