When you can articulate the difference between you and your competitors and push your superiority to the customers, you are successfully standing out as a brand. Branding strategy requires unique value propositions. It requires you to compete on unique attributes still unserved by your competitors. However, there’s a basic blueprint that every brand relies on. Research any of the big guns out there and their disruptive branding strategy will be based on some basic tactics.
Today, we will slide down through 5 basic tactics to help marketing teams grow their brand identities.
1. Provide Value to Your Audience (show them what you can do)
The most significant and time-honored strategy is to provide value to your old, current, and even future potential customers. You already ooze class from design to presentation to packaging, but it means nothing without offering value to the customer. Start loyalty programs, offer rewards to your old customers with time, answer them on phone as well as on social media, and think more about them than eating on profits.
Most of the big brands don’t flaunt the flexibility to alter their high price tags. Your brand can stand out by approaching people with low price tags and dedicated customer service. Once people start flocking in more and you have an eminent name in the market, it’s easy to get desired prices for the quality.
Another way is through product innovation. When they say “killer application”, it means an innovative idea loved by everyone. For a brand, it comes from social listening. Customers who follow you can provide valuable feedback on your existing products. You can utilize it to offer custom products with a tagline such as: “On the high customer demand”.
2. Be Original
It’s a lose-lose situation when a million brands of a similar product as yours are already lying around the digital space (and consumers are pretty smart these days!).
Being distinctive can attract a bigger mob and if you’re original, you already stand out as a brand. For instance, a bottle of coca cola will differ than every other soda of every other manufacturer. They did not ask for a billion dollar company when they started but here we have a multi-national brand serving nations around the globe just because of their originality.
You do not have to be original just in your product. The visual data, the content, every area of your customer service and marketing should emit originality. Even an original product photograph angle can win you a potential customer.
3. Use User Generated Content (Leverage Testimonials)
Would you trust a random guy bragging about his expertise or instead a guy recommended by a number of different people?
Let the testimonials talk for you- Publish case studies of your customer handling and record the customer's voice. There is no better strategy than leveraging user-generated data. A brand stands out with long, genuine testimonials.
While we have every other, website jotted with crisper testimonials, you can go for long case studies, videos of customer experiences, and even publish their appreciation emails/ personal messages on social media. That is how many creative marketers create brands out of small businesses.
You should solicit customer opinions through social listening. Positive endorsements deserve a ‘Thank You’ message. To make it more genuine, locate the customer and ask for the permission to use their photograph and city name in your testimonial section.
4. Contribute To A Cause
It is important to win over the socially-conscious shoppers in this millennial era and what better way than contributing to a cause. Sincere intentions towards a cause can assist you to achieve a stand-out brand name.
A good contribution is a social responsibility of any business. If we go down to the benefits, well, it encourages shoppers to even switch their brand.
It is important to win over the socially-conscious shoppers in this millennial era and what better way than contributing to a cause. Sincere intentions towards a cause can assist you to achieve a stand-out brand name. A good contribution is a social responsibility of any business. If we go down to the benefits, well, it encourages shoppers to even switch their brand.
Moreover, it improves your corporate reputation, helps you conduct a positive social media communication, helps make more heart-warming customer relation, and most importantly it helps you cut through the noise to make your brand stand out.
While some brands have authentic causes, some turn it into a marketing strategy. And that's what a shopper or client perceives first hand. To avoid this common pitfall, display the contribution as a major part of your business success. Shoppers respond positively when they discover your initiative in assisting your profit charts.
5.) Use Strong Visuals
Spotify is the pioneer of gradient colors. Despite being a music streaming platform, the brand largely utilized the use of album arts. Users fell in love with their strong visuals and Spotify is an app standing tall.
Strong visuals are included in marketing packages of several market giants. Graphic innovation has been a key in emails, websites, and marketing campaigns. Utilize high-quality videos, images to retain customers but first understand your audience. The visuals are not for you, but for the shoppers.
There are certain elements you can work on to address visual branding.
Logo: It is not as easy as opening a site and inserting a name into it. Yeah, there are numerous websites offering you a similar service at a mere price. But do you want to be like everyone else, or stand out? Go through it repeatedly. Alter it until it appeals to you as a customer. The Tailor Brands logo maker provides a full solution for the logo design and branding requirements of any small business.
A consistent color palette in everything: Follow a theme. It is important that a brand follows a theme and use it in relief with all their product images (don’t you think of coca cola, when we talk about a brand with “red”).
Font choice: Font speak volumes about your business type. For instance, a serious business will never include Comic Sans in their product descriptions, but light-hearted and fun businesses might want to portray themselves with it. Use an expert on graphics and ask your mentors, customers about the end-results.
Image choice: Don’t confuse your audience. There are brands pushing irrelevant imagery on their website. Your images should address the audience as well as reflect your brand.
Whether you are a recent startup or an old player, making and maintaining a brand name requires you to stand out from the ever-growing crowd. A previously running business can initiate a rebranding campaign while startups can adjust to a brand-standard campaign execution.
For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.
As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.
Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.
What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.
Photo Courtesy of Dr. Valerie Rein
This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.
Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.
While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.
"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.
Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.
In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.
"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."