We’re hit with so many different branded messages daily, creating an unprecedented level of noise, so standing out can become a challenge. And that’s why brands NEED new approaches to their brand marketing efforts. In most corporate instances, marketers read the branding 101 book and do everything that everyone else does (implementing all of the best practices) and this isn’t always the best recipe to stand out
So how does your brand stand out in the hearts and minds of your customers? How do you get people to know and care about what you do; and to think, that what you do it better than all the others out there?
Currently, I’m reading Nick Westergaard's new book, Brand Now and in it, Nick explains his 7 BRAND NOW dynamics with tools for how your brand can stand out - the key principles on how to build a standout brand strategy today.
Meaning — Stand out brands stand for something -- they mean something bigger than just their category (think Zappos, Apple, Google, GoPro) To win over customers, your brand needs a purpose. Who are you? What do you stand for? Answer these questions and create meaning around your brand.
Structure — Use your unique brand promise to amplify the touchpoints that matter most, both online and off.
Story — Our brains are hardwired for stories. Learn to tell your brand’s core story, with a distinct, compelling brand voice.
Content — Transform your story into content that’s engaging and shareable.
Community — Beyond customers, broaden your fan base to include employees, vendors, strategic partners, and more. In the book he calls then Concentric Circles.
Clarity — Today, simple, transparent brands are more visible. Improving your brand isn’t always an additive process.
Experience — People are drawn to brands where meaning infuses the entire customer experience. Create a strong culture by branding both internally and externally.
Tell a compelling story! Our brains know stories and we like stories.