One of the realities of doing business is that branding success is crucial for sales and longevity in the industry. Therefore, it’s a must to focus on understanding the common drivers behind people’s decisions, what your competitors are doing, and the strategies of building connections with your target customers. These variables mold brands into the solutions that people desire and require.
Another essential fact about branding is it’s just as important to pay attention to what is different. For example, identifying unique and often neglected problems is a powerful tactic. A branding study shared by TheBusinesshacks reveals that digging deep uncovers an unexpected set of issues today’s consumers face — and this is something that the world’s top brands are masters at.
Take Apple, for example. It dug deep into how people enjoy music and learned that even the biggest fans use the skip and forward buttons on music players, would choose to pay for a service that would limit their song selection to five picks from an album instead of buying a full album. Apple made it possible to purchase individual songs for download, which is why it has grown to be a leading brand for music producers.
Thinking Differently for Your Brand
Thinking outside of the box to make your brand more effective is not always that easy — mainly because it doesn’t just apply to the way you identify problems. But, according to a branding and marketing company with the best branding agency portfolio in Dubai, there are practices that will help you build your brand in a unique way and reap you some benefits. Five of these are discussed below.
1. Define your values
Identifying all the values you uphold as a business owner and operator will set your brand apart from your competitors. Go the extra mile in manifesting these values through your brand.
Remember, what matters to you as a person, and the standards you want to uphold are your business. Make these shine through your brand, and you will find that the special person that you are will help your brand uncover possibilities that others can’t.
2. Work with logic, not emotions
While building a brand also includes the tactic of tapping into the emotions of your target market, emotional stimulation is better left to marketing. For a standout brand, use logic and one of the branding components that you can use to accomplish this is your slogan.
Think about Nike. Although it’s a brand used by world-class athletes, it doesn’t focus so much on winning. Its slogan is “Just do it,” and it’s a rather clever slogan because it completely makes sense and is universally appealing. It’s not a brag but a direct instruction to take action, which everybody can do.
It’s worth noting, too, that this brand slogan is so familiar and recognizable that every time it is uttered, one can’t help but think of Nike right away. Therefore, out of all the sports brands, Nike is one of the most successful in using logic for branding.
3. Do not be too customer-centric
Appealing to your market is undoubtedly a good thing, and it would be so much easier to just listen to the advice of your customers. But, if you have long-term brand success in mind, you shouldn’t let your end-users dictate what you do all the time.
The branding wisdom here is the title of an industry authority or specialist is better than being a total caterer. Therefore, in situations (many of which will arise) wherein well-meaning customers suggest an expansion of your values, as well as products and services, do not be swayed.
A leading branding agency in Dubai says the smart way to go is to stay true to what you are and be good at what you really do. You will leave a long and lasting impression this way. Remember, when it comes to branding, it shouldn’t be a case of whether or not you could; what’s more important is an understanding of whether you should.
4. Aim for luxury status
One striking thing about luxury brands is how most of them do not spend too much on diversified marketing strategies. For example, high-end car brands such as Lamborghini and Jaguar do not bother advertising on TV. And last year, BMW made news for not participating in the annual Tokyo Auto Show.
If a brand has always been associated with luxury and superior quality, you don’t really need to do much because your market is clearly defined. It’s a market that will always have you as a top option and rarely is subject to economically troubling times. So, depending on your product or service, it’s definitely worth considering becoming a luxury brand instead of a brand that caters to the masses.
5. Perform case studies
Case studies are what businesses should carry out frequently to keep up with trends, predict them, and start them. However, with how busy operations can be, case studies are often pushed down the priority list.
If you wish to take a different approach for your brand, a case study is one of the most reliable ways to get started. The research will present you with new ideas to work with. Meanwhile, comparisons will determine the actual value of concepts or ideas concerning your branding objectives.
A perfect example here is this small inn (ryokan) in a tourist community in Japan that managed to not only boost its brand but salvage it as well with the help of a case study. With the fierce competition among small accommodations in town, it struggled to make a name for itself.
The case study turned things around for the business. The inn learned that reducing the number of operating days outworked the decreasing number of bookings. It also provided workers with the opportunity to be masters at what they do, elevating the quality of their services. Plus, fewer days open created a sense of exclusivity for the inn, and best of all, it increased the engagement and satisfaction of employees.
Risks Worth Taking
It can be quite scary to do things outside of your comfort zone, but unless you explore other creative routes, you wouldn’t be able to find out how strong your brand can be. So, take a risk; deviating from old branding practices may be all you need to do to turn a good brand into a spectacular one.
Hasan Fadlallah is a Serial Entrepreneur – Founder & CEO of Brand Lounge, the region’s leading and award-winning branding consultancy, whose role is to help organizations align their business behind an idea that will deliver success time and again. Equipped with over 20 years of professional consulting experience, today he advises businesses throughout the Gulf and Africa on brand development and in 2014 was recognized by the World Brand Congress who awarded him the prestigious Brand Leadership award in Brand Excellence.