Is your business distinctive?
Be honest. When you look at your business alongside the competition, does it grab attention? Or does it look much the same as others in your sector?
Because if it doesn’t stand out, you’ve got a problem.
If your prospects can’t tell you and your competitors apart, how are they going to remember you? How will your product or service spring to mind at those crucial points of customer consideration and purchase?
Core to brand transformation
Being distinctive is core to any effective brand transformation project, whether it’s a simple refresh or a substantial rebrand. If you look, sound and feel like your competitors you’re committing commercial suicide.
So, how can we fix that?
Let’s start with looks
Does your logo stand out? Does it look right for the sort of business you are? Does it communicate something about you simply and clearly? Does it avoid the usual, tiresome clichés associated with your sector? Does it work at the range of sizes required? Will it stand the test of time, or will it look tired and dated three years from now?
What about colours?
Colour choices are powerful. Everyone is familiar with Ferrari red, Starbucks green and EasyJet orange. Apple’s all white earbuds made the iPod instantly recognisable. If your business is in professional services, do you really want to be using the same boring old blue as everyone else? Are your colours warm or cold? Bright or dull? Memorable or meh? Do they say something appropriate about the personality of your business? Or are they just a random, personal choice?
Shapes, imagery and packaging
Have you thought about making distinctive use of shapes, images and packaging? Think about the iconic Coca Cola bottle. The brief was to design a bottle that remained recognisable even in the dark, or if it was broken. Or what about Lloyds Bank and the black horse? The Tiffany blue box? Meerkats? These are potent brand assets that have been carefully selected and repeatedly reinforced over time.
Don’t forget about fonts
There are over half a million fonts in existence. Different fonts evoke different experiences and associations. They can make your business look professional or amateurish; fun, friendly or frivolous; aloof or approachable. Think about the impact of the custom fonts created for Macmillan Cancer Support, the New York Times and Harry Potter.
I could go on…
You can also distinguish your business through your use of language and tone of voice (Innocent), strapline (Beanz Meanz Heinz), website experience (Amazon), unique sounds (Intel), your staff (John Lewis) and store visits (Ikea). You get the idea!
Each of these choices is an opportunity to convey the unique personality and style of your business and build a compelling and distinctive brand. Every choice shapes perceptions. Perceptions shape attitudes and attitudes shape behaviour and buying decisions.
Get your business noticed. Don’t leave your choices to chance.