Standout in a sea of sameness.
“Brand Awareness has never been more important.”
— Neilsen’s 2022 Annual marketing report —
https://www.nielsen.com/us/en/insights/report/2022/nielsen-annual-marketing-report-era-of-alignment/
Fewer in-store visits, and countless alternate online brands combined with fragmented and multiple on-demand media channels have made it critical for brands to stand out from the sea of sameness and connect with their consumers.
Whether it's produce, candy, or concrete, every industry has norms, standard language, features, and visual cues that they all seem to follow, sometimes for a good reason, often just to fit in. Look at all with a critical eye, find commonalities, and then determine how to disrupt them.
Once you know your general audience, find a specific group within it to focus on. Take time to understand who these people truly are, and speak directly to them with products and message that speaks to them. Do it right, and this group will be your biggest advocates.
What features and benefits make you stand out from the competition? What makes you relatable to your consumers? Determine how you can communicate that quickly, efficiently, and consistently.
Don’t just talk at your niche, converse with your niche, treat them like no other brand does, and reward them for interacting with you.
Don’t just talk at your niche, converse with your niche, treat them like no other brand does, and reward them for interacting with you.
Find the media/social channel that your target niche frequents often. Make sure you are there just as much and become part of their world, so you remain top of mind when they search for the solution you can provide.