Four Ways to Set Your Brand Apart

Published: 18 Jan - 2021 by Ben Rendle

Being like everyone else may be a safe option, but it doesn’t mean a lot. The rewards could be plentiful if you aim for uniqueness.

Running a HR Consultancy in the modern environment isn’t an easy task. With competition abound, it can be challenging to reach the target audience without appearing like a clone of another firm. 

However, setting up your consultancy’s unique selling proposition (USP) can be useful in more ways than one.

Making the brand of your firm distinct from the multitudes can be a reason for success and celebration. Developing proper management and marketing skills, as well as keeping an inventive mind, is necessary to excel in this regard. Here are some of the ways to set a brand apart from the crowd.

1. Developing a Unique Benefit

When encountering difficulties in reaching the target audience, it’s best to take a step back and approach the problem from the very beginning. 

The product or service needs to be functionally unique compared to those offered by the competitors.

But even if there is a functional difference, the marketing campaign won’t be any good unless that uniqueness is the main selling point. The unique part of a service doesn’t have to be in the end result, as it can also be found in the delivery process or the system used to implement it.

2. Making a Unique Spin

Even when the service offered is virtually the same as the competitors’, there are still ways to achieve a USP. One of the methods is to focus on a previously unremarkable feature that makes the service work in the first place.

Furthermore, a pre-emptive advertising strategy can be useful to allow your company to grow and invest in improving the product to set it apart. 

It’s important to note that a direct comparison with similar products is ill-advised.

3. Targeting the Audience Directly

Maintaining a positive brand image can be vital to surviving in a crowded market. Rather than broadening a marketing campaign, it can be beneficial to narrow the focus down to a select part of an audience that is most likely to need and purchase the offer.

Brand separation does not need to come with a unique design if the delivery method is captivating enough to make it inconsequential in the long run. 

It’s advisable to keep the audience informed about other improvements, such as those in quality and delivery methods, through future marketing efforts. Doing so will ensure the audience keeps consuming the product even without future innovations.

4. Consistency

Whatever the choice or idea behind the brand’s identity, the company must remain vigilant in displaying a consistent message across all platforms. This would serve to enhance customers’ sense of familiarity and bonding, in addition to making the brand memorable.

In the end, a brand is supposed to evoke a specific memory or emotional response in the user in a way that prompts repeat purchase or enhances brand loyalty. 

Maintaining a consistent message and story, and giving users access to communication channels with the company, will provide them with enough exposure to the brand to keep them as repeat customers.

Marketing of the Future

For a brand, future uniqueness rests on today’s efforts and ingenuity. 

Keeping an open mind to present clear ideas that resonate with the audience is the best way to make a brand relevant in the sea of companies vying for attention.

P.S. Whenever you’re ready, here are 3 ways that I can help you to attract more leads, communicate your value to prospects and realise higher prices to achieve greater profitability.

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