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Graphic of sprinters passing a baton as part of an article about branding.

Branding is a mix of art and science. In fact, it’s more scientific than you might think.

Most companies operate in a crowded marketplace, many providing similar services.

Sure, every brand thinks they’re better, smarter, faster, easier, or special. And some are.

But how do you quantify these subjective traits?

And how can your brand stand out from the crowd to ensure it’s top pick with consumers?

Let’s dive into the art of branding…

 

Variable iced donuts placed against a pink and blue background.

How do you stand out from the crowd? Credit: Heather Ford on Unsplash.

Identifying Your Unique Value Proposition

In branding, the need to differentiate is critical.

Distinction has even greater relevance as the marketplace becomes more cluttered.

So, how can you convince customers that your product or service is genuinely distinctive when everyone is saying something incredibly similar?

The key is defining and owning a Unique Value Proposition (UVP) that’s seriously compelling.

By emphasising what your company does differently to the competition – and better – it allows you to stand out.

When executed well, you put your brand at the front of the queue with prospective buyers.

 

Man and woman sticking notes to a white wall.

Identify your UVP. Credit: Brands People on Unsplash.

Brand Positioning and Staking Your Claim

Consumer brands often compete for physical shelf space. Service and tech brands generally compete for mental shelf space.

The battle for mental real estate, and retaining it, requires a different approach than shelf-placement strategies. Instead, it comes down to brand positioning, visuals, and messaging.

Speaking in the voice-of-the-customer creates a powerful branding package. Through repetition, it forms a meaningful connection between a brand and its messaging.

The tighter this tie, the more it sticks in the mind and becomes easier to recall.

 

Rows of sports shoes on a wall in a sports store.

There’s physical shelf space and then there’s mental shelf space. Credit: Edgar Chaparro on Unsplash.

Promoting Your Industry by Default

Marketers have a need to educate their audiences.

But by default this education often promotes the value of their profession or industry as a whole. It’s unavoidable, as prospects need to understand how the service you offer will solve their problems.

Dialling up the power for your company comes down to making sure your branding is visually distinctive in a sea of similar service providers.

When it comes to brand power, it’s even more essential for new market entrants to dare to be different, so that they do not look like everyone else.

 

Man and woman looking at a laptop in a cafe setting.

How does your product or service solve problems better than others? Credit: Linkedin Sales Solutions on Unsplash.

Decisions Are Made Based on Availability

When it’s time to buy, prospects rely on physical or mental availability. If they can’t find who they’re looking for immediately, they pivot quickly to make a brand swap.

This high-speed substitution can mean a lost sale and fuel for the competition. The purchasing urgency forces brand builders to lay the groundwork long before the buying need arises in order to secure the mental real estate.

With limited attention spans and time, prospects tune out to the majority of brands and only pay attention to a select few – thus narrowing the pool long before the buying need arises.

Great marketing is about reserving a prominent spot in someone’s mind, primed for the moment buyers are ready to spring into action.

 

Close up of a basket of McDonald's fries.

The key is reserving a spot in someone’s mind. Credit: Brett Jordan on Unsplash.

Brand Building Is About Creating Meaning

We’ve established that to give your brand the best chance to grow, you need to be easily identifiable.

Once you’ve captured attention, it’s essential to use it wisely. This is where precise messaging and clarity with value take over.

These key branding messages nudge prospects along their buying journey and move them from awareness to consideration and even purchase.

 

Close up of a person holding a smartphone.

From awareness to purchase – that’s the goal. Credit: NordWood Themes on Unsplash.

Branding Is a Balance of Beauty and Brains

For companies and brand builders who nail the distinction and clear value-based messaging, traction lies in the execution.

The branding experience covers all interactions and associations with the business. Each touch point can strengthen the brand tie.

When these points work together in harmony with consistency over time, it builds trust, which drives serious revenue.

 

Man looking at laptop displaying analytics.

The end game: Driving revenue. Credit: Campaign Creators on Unsplash.

We Love Branding

Need more assistance to untangle the power of branding and the best executions?

At Hunt & Hawk, we unlock growth with a clear brand foundation that makes it easy for prospects to convert and companies to scale.

If you’d like to chat more, drop us a line at he***@hu*********.com or book a meeting.

For more marketing, branding, and sales tips and insights and plenty else, check out more of our blog.