How to stand-out from the crowd
Of course, the traditionally understood purpose of a brand is to help you stand out in a crowded market. Well, you run a good business. You don’t need me to tell you it’s competitive out there. So let’s first define the problem. A developed market like yours will have myriad firms that offer a similar service. This can be a problem for potential clients. There is loads of content available to them and – while good – much of it is pretty generic. That won’t help them choose. So how can we help? How does one stand out in a developed market?
You’ll know the term “unique selling point”. But USPs can be hard to define. Is it unique? Doesn’t that firm, or this firm also do that? Well, yes. But your business does have some things that are yours, and yours alone. Your people, your purpose and your brand are all unique to you.