In a world where the competition regularly claims to be #1, it’s difficult to differentiate and build your own identity. Let’s face it – starting a business can be very easy, but staying in business can prove to be very difficult given that customers, today, have too many choices on where to spend their hard-earned cash.
Over the past few years, technology has evolved and levelled the field by bringing online shopping and live online shopping into the world. While online shopping was already quite popular with the masses, the pandemic and the consequent restrictions on movement pushed it to becoming the primary means of shopping. The emergence of video shopping was the icing on the cake.
That being said, every business is trying to establish themselves online, and it’s important that your brand stand out from the rest. It is certainly quite a task to stand out in a market that is rapidly growing and becoming more and more crowded with every passing day. In a marketplace where being different means a better chance of surviving and getting funding, having a unique point of difference is one of the most important things you can do for your business.
However, simply building a website, throwing a few fancy images and lettering and splashing some colours together for a logo is no longer enough to bring customers to your business. It takes a lot more than that. So, let’s jump right in and take a look at some ways in which you can make your brand stand out.
Treat your customers like royalty, even if you are not in the service industry. The belief that customer service only matters in the service industry is a myth. All customers have an expectation of great service and will not put up with waiting in long lines or receiving poor responses from representatives. There are no lines when shopping online and consumers expect a prompt response and outstanding service.
For a lot of people, the path of least resistance is often the one they will choose. Regardless of how good your product or service is, make it a time consuming or complicated process to engage with and you will find users abandoning your site. Make sure the journey through your site is efficient and relevant to your target audience.
Your brand needs to be meaningful and memorable if it is going to stand out from the crowd. The most effective brands form a connection with their audience by tapping into different emotions. Regardless of whether it’s humour, nostalgia, joy or trust, striking a chord with your customers is vital to make a lasting impression. So, think outside the box and never underestimate how influential human emotion can be to making your brand a success.
While you shouldn’t obsess about your competitors, it’s always good to check in on your competitors every now and then. Knowing their points of difference can be particularly useful in determining your competitive differentiation. Start-up businesses can get caught up in the excitement and pressure of their new venture and forget that they have a lot of competition. Looking at what your competitors are doing well and what they’re doing badly can help you figure out new ideas for your own company and competitive differentiation.
Your brand needs to be original. A crowded and overflowing market means that there are companies and businesses out there that are literally the same or similar in what they have to offer. Don’t be one of them. Bring some originality into what you’re serving. If you attempt to copy a competitor’s brand, people can detect the similarities and won’t have a compelling reason to choose you instead of their brand. Instead, find an original angle that nobody has taken before, and develop an image and voice that are genuinely your own.
Keeping your image consistent across all your media channels is vital for customer recall. If you have six different logos in six different places and a different typeface every time you release any advertising, your business will lack professional credibility, as well as lose valuable opportunities to imprint an image on your customer’s mind. Stick with a particular font, a clear and concise logo, as well as develop a unique brand voice, and your business will be high in the recollection of people when they are looking for a service or product like yours.
Building a brand isn’t a one-time set and forget. It takes development and refinement, research and testing. Settling on a specific look without the ability or inclination to adapt to changing conditions will not provide any sustainable results. Brands aren’t built overnight and turning your business and brand into something recognisable and loved takes time and effort.
Virtual shopping and live video shopping have certainly changed the dynamics of e-commerce and is definitely here to stay. With that in mind, it is imperative to apply the points above into your daily practices, so that you get the success that you desire.
The author of this article is a professional having years of experience in the field of Digital Marketing and currently associated with Proxgy. The author is an expert in writing on virtual travel, online video shopping and Digital marketing topics.