Find your difference and embrace it
Think about what sets you apart from your competition, ask yourself why the customer should choose you and shape it into an activatable message. Don't just look for rational characteristics, our decisions are more emotional than we think. Why was my business born? What are we passionate about as a company? What drives us and what can we offer the market that others aren't already offering? These are some of the questions you have to answer if you're wondering how to work on managing your brand .
Remember that the only thing that separates the burger from a corner bar from a Big Mac is a very special sauce and branding, of course. In short, “ be yourself, all the other positions are taken .” This time, Oscar Wilde speaks.
Some tools you can use to work on your value proposition jamaica phone number data are a SWOT analysis to identify strengths and weaknesses or the “Benefit Ladder” to work on aspirational benefits based on the rational attributes of your products or services.
Be consistent
Okay, so you know who you are and what drives you. You've always known this, but now you've put it in writing. It's time to communicate it and do it consistently. Make a list of all the "touchpoints" your brand has with your audiences (don't forget the internal customer) and think about how you should behave in each of them to reflect the difference you've decided to put at the center of your strategy.
Neither your website, your store, nor your content marketing can be the same if you are an artisan shoemaker as if you are Nike, right? It is a matter of common sense, but be methodical and transfer your brand personality and your promise to each of your channels.
Tools like the Brand Touchpoint Wheel can help you do this. Prioritise the most important touchpoints for your business objectives and align them with your brand promise. Remember, a brand is not a logo, a website or a catalogue, but these elements should reflect who you are.