Becoming a unique product or brand becomes difficult because innovation and technology leverage on a fast pace and market competitiveness. The market constantly bombards consumers with new and updated products making marketing plans even more challenging and complex.
Your first ingredient for a unique brand is your identity, and this should come from the inside out of your company. Who is your company? What is your unique value proposition? and is this addressing a specific problem or need? These are essential values that will help provide a unique solution or great value to your consumer.
Understanding and having a vast knowledge of your target is fundamental in creating effective strategies and unique communications when addressing your audience; avoiding unnecessary noise in communication and improving time and return on investment.
Conducting a good competitive analysis is always a good ingredient for a unique brand. This becomes useful information to identify gaps or weaknesses in your product and competitor. This input is crucial when discovering new opportunities and your products x factor.
The next ingredient is innovation and quality. Consistently delivering innovative and quality products is a powerful part of being different and competitive in the market. Customers are more willing to pick up a product for its reliability and excellence.
Customer service is the most important ingredient on the list. Providing exemplary service and support can become a distinctive factor for consumers, fostering loyalty and creating powerful word-of-mouth. Listening and having accessible open communication can lead your product or company to be unique in the market.
A company’s unique branding and identity are vital to marketing differential development. Humans are highly motivated by visual stimuli and can typically judge if something looks friendly or intelligent based on what they see. Psychologist Edward Thorndike’s study talks about the effect of Halo and how people rated something that looks more attractive. Designing a memorable logo, brand colors, and communication becomes fundamental to your unique value or personality.
Social responsibility and sustainability are getting more and more critical every day for the consumer’s decision-making process. Certus Insights, a public opinion firm, found that 70% of consumers want to know how their preferred brands are helping with social and environmental causes and 46% pay close attention to responsibility efforts of the companies when they buy a product. Creating a good conscience based on responsibility through the people and the planet is essential. Building emotional connections with your audience through philanthropic and activities including sustainability efforts is key.
The last and final ingredient of this unique brand is adaptability. The market and consumers change continuously, and your product or company needs to adapt and evolve to compete without being afraid of your target’s new necessities and ability to reach new audiences. This is an essential piece of remaining unique and relevant in the market, proving to your consumers that your brand is not just one more in the vast ocean of the industry.
