One the greatest questions today for many brands is how to stand out in a cluttered marketplace. When you look around, most industries are flooded with nearly the same verbiage. It’s very easy for your message to get lost. Today, I’m sharing four ways to use brand purpose to cut through the clutter.
One. Know your story: The most important thing an organization can do to differentiate your brand is to know your story or purpose. Companies that are in sync across the organization are special and it stands out. When everyone in the organization understands the value of the organization, they are inspired to share it.
Two. Let go of the status quo: In my work, I start most projects with a competitive analysis. I want to know what everyone else in the market is saying, so we can say something different. When laid out together, we can see the overlap and find a way to disrupt the status quo. So, be bold. Leave behind words that have lost their meaning or are over-used. Find new ways to talk about yourself.
Three. Build brand consistency: Once you have your purpose nailed down, share it. Everywhere. If you start to feel like a broken record, that means you’re doing it right. Everything you do should have a nod to or relate back to your purpose. Your website, social strategy, collateral, promotional materials, employees and partners should be in alignment.
Four. Be authentic: Consumers and employees are becoming increasingly aware of when an organization is doing what is says. The best way to build trust is know your purpose – what you do best and why you do it. Then takes steps to align your business around it.
The marketplace is cluttered. Know your purpose and share it boldly.
