In a world where every company within an industry seems to make the same claims and use the same jargon, how do you set yourself apart?
What makes you unique? Why do people buy from you, rather than your competitors? What can you say that they can’t? Why does that matter to your target market? Dig deeper to find what truly sets you apart and is meaningful to your customers.
Make sure your company’s image is 1) professional and that it 2) reflects who you are, 3) reflects what you do and 4) speaks to and appeals to your target market.
Ensure that all your marketing materials (online and print) are consistent in terms of look, feel and key messages. It’s difficult enough to stand out – don’t compete with yourself by being inconsistent in your own branding and marketing.
Talk about what differentiates you, but go beyond jargon. Saying you’re committed to quality and provide exceptional service is something everyone can (and does) say. Give details and examples. Prove your claims.
Your brand is your promise. Follow through and deliver on your brand in everything you do, from marketing to operations to customer service.