With many competitors on digital platforms brand differentiation has become a necessity to succeed. Coming up with a good strategy is the recipe to do this.
By standing out in the industry we create a safety net around our brand. Hence, a brand can protect themselves from price discounts and the competition. Besides this, it also assists in avoiding the draining of resources on prospects that are not the right fit.
Some steps that experts often suggest when brainstorming strategies are:
- Defining your business mission
- Understanding and analyzing your competition.
- Understand your target audience very well
- Ensure what differentiates your brand matters to your target market.
- Review past differentiation strategies
In today’s digital realm the main focus would be how to stand out in a cost-efficient manner and which digital tools can be used to achieve this. Social media platforms play a crucial role in differentiating a particular business in the eyes of their customers.
So what is the benefit of using social media?
The use of social media platforms can increase brand awareness as nearly everyone are active on these sites. Almost all the research customers do start online. This creates a great opportunity to share your unique story to educate your customers and distinguish your brand.
The use of social media boosts awareness and helps create a loyal following of customers ready to interact with your posts. Additionally, it helps in understanding your customers and focusing on their needs.
Humanizes your brand:
Social media allows to connect with customers on a human level and have a conversation instead of an overused sales pitch. Using real emotion such as humor, empathy, and joy is helpful to get people to relate to your brand on a deeper level.
Personalization has become essential and is what customers tend to look for in terms of developing brand loyalty. This can assist in moving further in the direction of differentiating your brand in comparison to the competition.
Paid promotion on platforms like Facebook can not only be cost-effective but can increase awareness and brand engagement. Targeting your ideal market and promoting highly relevant posts can increase a users interest and help in achieving desired results.
The use of strong visuals and storytelling derives highly engaging advertisements which can further increase visibility. Ads are a great way to support your brand in all differentiation endeavors.
Customers often post reviews both negative and positive. This can be another great way to distinguish your brand through appreciating positive reviews and replying to negative ones in real-time. When a brand quickly replies and resolves any issue a customer might have faced it enhances the brand’s value.
By making improvements and evolving based on customer feedback it is possible to consistently impress them, strengthen loyalty and bring in new customers.
Tips To Stand Out on Social Media
Choose the right social media platforms:
Understanding the different popular platforms available and choosing the one that is most used by your ideal target market plays a key role in reaching the right people.
Share your story, don’t copy similar content but create it from scratch as well as a mix of user-generated content. Using content that resonates with your target market is important to develop an audience to stand out. Use content differently based on the platform being used and make sure to tailor it the most suitable way. Researching the type of content people enjoy more can aid in this process and can make your posts stand out.
Customize all your social platforms:
A great way to grab a user’s attention is to make the company social profile visually attractive by updating the profile and cover photos. Also, well-written description of what the business is all about goes a long way to increase awareness and help set a brand apart from the other competitors.
Connect With Influencers:
Connecting with online influencers whose niche audience matches your target market can be very beneficial in gaining people’s attention and increasing sales. Influencer marketing has become very popular and provide great value to brands. Choosing an influencer must be done with careful consideration. Finding an influencer that is the best fit for your brand can assist in reaching the right audience, building trust and gaining more loyalty.
Brand Voice And Authenticity:
The way you communicate online must be real, authentic and true to your business culture and tone. It is important to stay in alignment with what your brand image represents. The first step is to know your brand, what your tone is and how you want people to perceive the brand. Focus all the communication based on this understanding and create an authentic personality for the brand. This can increase chances to further the brand differentiation process.
Maintain a constant theme concerning the company’s logo, tone and the kind of topics you choose to post about. Being consistent in every aspect of your social media profile. Furthermore being consistent in posting content can help followers in understanding what to expect from you and also builds trust.
All communication and content should be based on what the target market wants and needs. This will attract new followers as well as keep current followers interested. Researching and paying attention to detail will be beneficial in the long run.
Brand differentiation is important but unless the product/service being offered is of top quality there is only so much online or offline platforms can do. It is key to maintain a certain level of quality and constantly adapting to the changing needs of consumers.
A good understanding of your target market and focussing on their needs and wants both online and offline is essential for success. It will help in developing value, image, and loyalty which in turn distinguishes a brand.
The above tips and step are guidelines for achieving an edge over the competition and safeguarding the overall brand. However, this is a continuous process of meeting and exceeding customer expectations consistently.