No matter what line of work you are in, there’s competition out there. But just because you have competitors (and we all do) it doesn’t mean that your business will get lost in the shuffle.
Here’s 3 things you can do to make sure your brand remains visible and distinctive-all year long.
1) One of the best ways to stand out is to avoid using industry cliches.
Nearly all industries have some clichés that have become so overused they make you cringe. For example: How many dentists out there use a molar as their “logo”? It’s not just a silly cartoonish image, but it’s been done to death. Absolutely everywhere.
Here’s another one that appears regularly: a law firm that uses the scales of justice as their logo. If it’s a well-worn cliché it’s not a logo-it’s white noise.
2) Get very clear on your marketing message.
Spend some time figuring out what is the ONE thing you want to be known for. Then commit to that one thing, and create a message that describes it easily and clearly. That one thing should be your end goal. Take some time and actually create a branding strategy that will support that goal, that thing you want to be known for.
If you aren’t sure how to do this, it might mean sitting down with a professional. But it is a very worthwhile investment. Once your marketing message and your strategy is clear, then you can work on the visuals to support your marketing efforts.
3) Be consistent in your marketing efforts and in your visual branding.
Consistency across the board is the one thing that will keep you firmly in people’s minds. Once you start a marketing plan and stay the course, people will start used to “seeing you” in specific places or times. Here’s a few examples:
-if you’re a member of your local chamber of commerce, attend events. Regularly. Don’t just go when you feel like it; go so that people will see you and remember you.
-if you blog monthly, keep doing it. Make sure to promote your blog posts via social media. And on your email signature.
-are Facebook Lives a good investment for you? Then pick a specific day and time to do them. And stick to your schedule. Don’t just “forget you had to go live”
These three activities are a good way to make sure your business stays visible. But it does take planning and dedication…specially the “consistency” part.
As a business owner, it’s likely that you’ll get bored of doing the same thing over and over. It’s possible you’ll get tired of sticking to the same routine. Chances are, you’ll be tempted to “rework the plan” if you don’t see results FAST.
But let’s just say I know a thing or two about “staying the course.” Your business won’t be memorable if you continually change your company colours. Or if you get tired of your logo and decide to “tweak it” a few times a year. Or if you suddenly decide your marketing plan needs an entire overhaul.
Does YOUR business stand out from the competition? Contact me and I will be happy to help!