There are hundreds of thousands of brands all over the globe, and even in the US alone, there are over 30 million small businesses. Even if only a small number of those companies are competitive, it’s still an insurmountable number for any business to deal with, during a time when every company is trying to compete to grab the attention of its target audience and stand out from its competitors.
Originality
The first thing that a company needs to make sure of, is that it’s original, because trying to copy another brand means that the target audience won’t have a good enough reason to choose one company over the other. If a company’s key messages rely only on sales or cliches, then those messages aren’t going to resonate with the target audience. That’s why the best possible strategy that a company can employ to differentiate itself from its competitors and reach its target audience is to be original. To do that, companies will have to find an angle that no other company has used before and develop a brand voice and overall branding that is completely original. That way not only will the company be able to set itself apart from its competitors, it will also become more memorable for its consumers.
Authenticity
Another essential element that companies need to have to be able to stand out from their competitors is to be authentic and sincere with all their actions and communications with the public. If a company only ends up responding to its customers’ queries and reviews on social media platforms with a singular stock response, then the consumers are going to see that the company doesn’t really care about its target audience, and only cares about making a profit. That’s why it’s important for companies to be sincere, honest, and authentic, and invest in developing a brand personality that the audience will find relatable, by communicating with the consumers in a more casual way, instead of only professionally.
Consistency If a company doesn’t show consistency in its communications efforts, then it will end up blending it with all the other ones that are available to the audience in the market. Companies that end up in that situation do so because they don’t have clearly defined brand style guides or standards and can easily end up completely alienating their target audiences. The main goal that companies need to have when communicating with their audience is to get them to stick around and keep coming back for more, but in order to do that, companies need to be consistent in the way that they communicate with the consumers. This way, the consumers are going to become a lot more familiar with the company and will always know that they can count on the brand.
