How To Make Your Brand’s Story Stand Out In A Saturated Market


By Kailynn Bowling, co-founder of ChicExecs PR & Retail Strategy Firm.

Everyone has a story to tell, including your brand. But even if you have the best product, employees and marketing, shoppers can still overlook you. If no one recognizes your brand in a sea of competing products, you just aren’t going to see results.

The good news is that a saturated market means there’s clearly a need for your products. But it also means that competition is fierce, which can drive down prices and make customer retention a huge headache. That’s why it’s so important to make your brand stand out.

But short of buying a megaphone, how can you get shoppers to pay attention to your brand? Follow these six tips to make your brand stand out from your competitors.

1. Nail The Branding Basics

Are you using blurry images or outdated Comic Sans font in your branding? If you want to stand out, you need to nail your branding basics first. That means making sure you have the best business name, logo and packaging. If shoppers think your brand is outdated or untrustworthy, they aren’t going to buy from you.

2. Find Your Differentiator

It’s hard standing out if you offer the same products as 50 other brands. So, what makes you unique? Why should shoppers choose you over everyone else?

Find a differentiator for your business. This means finding gaps in the industry, in your competitors’ products or in shopper reviews. If you can’t find a gap, try giving more than your competitors do, whether that’s in terms of features, packaging, shipping charges, etc.

3. Tell A Real Story

Your competitors might be able to copy your products or steal your customers, but they can never take your story away from you. And the more interesting and unique your brand’s story, the more likely you are to be a forerunner in your market.

Use the structure of the hero’s journey to write a real story about your brand. But instead of making yourself the hero of the story, center the tale around your shoppers. Your brand should actually be the sidekick that helps the hero (your customer) achieve their goal. Instead of making the story just about you, focus on how you improve shoppers’ lives.

4. Specialize In Something

If you aren’t different enough from your competitors, it’s time to rethink your products and operations. In a world where brands are trying to be everything to everyone, you need to specialize.

Shoppers don’t always want an all-in-one solution. If you simplify your products and focus on one thing, it’s a lot easier for shoppers to remember you.

For example, if you make custom handbags, you can specialize by only making leather handbags. This means that you shouldn’t expand to cotton bags just because it’s more economical — you need to stay in your lane and sell only leather handbags.

This is about being known for something, which means you have to be consistent with your specialty, so choose carefully!

5. Prioritize Customer Service

Ninety percent of shoppers say customer service is a big factor in their buying decisions. If they have to choose between you and a competitor, they’re going to shop with the brand that gives them the better experience.

Instead of putting customer service on the back burner, go all in. This is the best way to boost customer loyalty and differentiate yourself. This might mean giving customers a better experience with:

• Free shipping

• Free returns

• 24/7 support

• Email, chat, phone and video support options

• A quick response time

6. Go After Partnerships

If you co-brand with a complementary business, you double your audience and split up the work. For example, if you sell artisanal socks, you can partner up with a shoe brand for a YouTube series.

If co-branding isn’t an option, partner with a handful of influencers in your niche. Since shoppers pay closer attention to influencer content than branded content, shoppers are much more likely to give you the time of day if an influencer refers to your brand.

The Bottom Line

There may be a lot of competition in your market, but that doesn’t mean you can’t hold your own. Sometimes a few clever tweaks to your branding, operations or marketing can have a tremendous impact on your bottom line. If you’re trying to get a bigger slice of the pie, follow these six tips to make your brand story stand out — even in a saturated market.



Source link

Leave a Comment