It’s the million-dollar-question. With the right strategy, outlook and tweaks along the way, perfectly positioning your brand to cut through the clutter is possible.
If you’re feeling overwhelmed, perhaps even lost, by the sheer quantity of competition in your marketplace or if you feel like your brand has lost its shine and relevancy — you’re not alone.
Consumers attention spans are shorter (thank you social media) and they have more options than ever. As of 2023, the number of companies in the New Zealand and Australian market demonstrates the sheer quantity of competition — with a total active business count of 711,599 (1) in New Zealand and 2,589,873 (2) in Australia.
Add in the fact that online shopping leapfrogged 77% year over year (3) just after the pandemic broke, and it’s clear there’s a lot of commotion in competing for customer’s precious attention and cash.
Why is it important for a brand to stand out?
Niche or not, it’s still important to stand out in the market. Fine tuning your offering, taking chances and not being afraid to engage in fresh creative ways is how you get there.
The digital world has sharpened just how selectively customers spend their money. If they don’t see immediate value in your offering, or see it in the first place, they’ll trot along elsewhere, back into the cluttered market.
Case in point, 7 out of 10 consumers jumped ship and bought from the competitor of their preferred brand between 2021 and 2022, according to Shopify 2023 Commerce Report. (4)
Making your brand stand out is therefore a must-do.
However genuinely standing out and breaking through the white noise of the countless competitors, even with something head-turning and new, can be difficult but not at all impossible.
It takes consistent brand work and a solid branding strategy to shape consumers' perceptions and connection with you.
Not only does a unique brand help expand its visibility, but it can also help attract more and the right segment of customers. Creating a solid foundation helps you grow, long term.
So, how can a brand cut through the noise?
Here are some quick fire tips:
- 'If you try to appeal to everyone, you’ll end up appealing to no one’ — no matter your industry or product, this applies to every business.
- Oscar Wilde’s words couldn't be more relevant for businesses — “Be yourself, everyone else is taken”.
- Understand the concept of ‘brand relevance’.
- Never underestimate the power of good design (which extends far beyond the logo).
What are the five fundamentals of a successful brand?
- Brand Identity: The visual components – good design establishes reputation, memorability and improves the way people think about your brand.
- Brand Strategy: This is your brand's DNA and is authenticity at its most powerful — trying to stand out but not doing it authentically never works.
- Brand Messaging: the critical language you use, and how you use it, will determine how customers feel about you.
- Brand Differentiation: This is not something that is found, it is something that is created.
- Brand Experience: Consistent experiences foster precious brand loyalty.
Building a brand should not be a dust-off-and-dry approach. It’s something that needs ongoing nurturing, tweaking and refining.
For a successful brand in the long-term, it’s path forward needs to be dotted with the right brand elements thanks to these five fundamentals.
The good news is that there are plenty of ways your brand can stand out with these components in mind. Distinctness, underpinned by consistency, is the most powerful tool brands can cut themselves out of the clutter with — so use this to your advantage.
How do I tell if my brand is lost in the crowd?
It’s time to get honest with yourself. Ask yourself these questions:
- Is that tactic that was once successful no longer delivering the same results?
- Is your audience shrinking in size?
- Is your revenue going in the wrong direction?
- Do you feel like you are losing relevance?
- Is your offering no longer unique, or has been replicated or outdone by competitors?
- Is your market changing and affecting your business?
Even if you don’t feel lost, it is worth pulse-checking to see if you are on the right track. Look at where your brand has been, where you are now, and where you want to go. If there’s any disharmony, this is a sign it is time to realign your brand or pivot towards a new direction.
Changes likely to occur in the world of branding
Branding, like the world of business, will naturally continue to evolve and adapt to new trends and technologies.
Here are some of the future shifts we can expect:
- Personalisation will become even more important — a data driven approach.
- Brand storytelling will become even more prominent and an integral part — authenticity and purpose to connect emotionally and subconsciously.
- The rise of brand activism on social platforms — customers expect clear values.
- Digital-first approach — new technologies will emerge and require new ways of adapting to an entirely new playing grounds.
- Brands will be expected to stay up to date with the latest social media platforms — and be creative with how they engage with their audiences here.
- Lines between online and offline branding will blur — with customers expecting a seamless experience across both.
- E-commerce will solidify — consumers will expect a more personal, high-value, instant and responsive shopping experience wherever they may go.
- Consumers don’t want to have relationships with brands — they want to have relationships with people.
- The impact of “doing good” — increased loyalty and recognition
- Minimalism — Less is more, removing all the unnecessary components.
Gaining longevity in tomorrow’s market requires strategising, creative thinking and being brave today. A willingness to think differently, critically with adaptability and channel this into a watertight brand, is the best foundation to stay relevant, attract and maintain customers.
Your business has a brand and reputation. If you don’t know where you’re going or what you stand for, you’re going to have a hard time motivating others to follow and connect with you.
Branding is powerful. Without connection or reputation, consumers will overlook brands and fail to remember their names.
Investing in a strong branding foundation is your ticket to thrive in tomorrow’s world.
