In the marketplace, it can sometimes be a challenge to differentiate yourself from the competition. There’s always going to be that number one competitor who sets the standard. So, how do you differentiate yourself? How do you grab your ideal customer’s attention? Well in order to build your brand, your brand must have these three primary functions:

 

  • Navigation
  • Reassurance
  • Engagement

 

So, you’re in the grocery store, walking down the cereal aisle and you’re trying to decide which brand to buy. You have your healthy cereals like “Honey Bunches of Oats” & “Raisin Bran,” your kid cereals like “Cap’n Crunch” & “Froot Loops,” and then you have the store brand cereals that has the same flavors to offer, amongst many others.

 

So, what do you choose?

Besides the other variables at play such as price points and personal taste, you tend to choose the popular brands.

 

Why is that?

If you did a taste test, blindfolded, you wouldn’t be able to tell the difference between the store brand and the Name Brands.

 

So why choose the “Name Brand?”

The Name Brands use navigation, reassurance, and engagement through advertisement and brand identity design. You’re more familiar with the Name Brands because of repetitive TV commercial advertisements. This is where navigation and engagement comes to play. The cereal is presented to you through an exaggerated experience, of fun, happiness, and deliciousness. Now, the brand has reassured you that you’ve made the right choice by buying their cereal.

 

1.) Navigation
Your branding is what helps consumers choose from a variety of choices. Your brand’s identity plays a large role in this, as the look & feel of your product and/or service will influence a customer’s decision to choose your brand. A strong brand strategy will help you to attract your ideal customers as well. Providing clarity of your brand’s message and the best way to communicate it to your target audience.

 

2.) Reassurance
Your branding should communicate the quality of your product or service and encourage customers they’ve made the right choice. Reassurance requires that your lives up to the hype. It is key that you keep your brand’s identity across all platforms when marketing. And be sure to deliver on your brand’s promise that your product or service will solve or satisfy your customer’s needs. 

 

3.) Engagement
You should use distinctive language, imagery, and associations to encourage customers to identify with your brand. Constantly remind your audience of your brand’s purpose, values, and message. Winning the engagement game requires consistency. And in today’s climate, social media is the best tool for engagement and building rapport with your audience. 

 

So, find out how you can use these three primary functions in your brand to persuade your audience to choose your brand. If how you perceive your brand’s value internally, isn’t being received externally by your audience, you may need a brand strategy. Check out these key benefits of a brand strategy.

As always, “Stay Intuitive!”