Differentiating a Brand

As the digital landscape continues to grow, it becomes ever harder to find a voice in the busy channels of digital marketing.

As the digital landscape continues to grow, it becomes ever harder to find a voice in the busy channels of digital marketing. Typically, most consumers recall advertisements that made an impact on them; they can hum a jingle or recite a slogan. However, a growing number of consumers may only have one ad recollection: the quiet click of opting out.

Digital marketing has been a popular topic for years now, and it will continue to grow dramatically. Many smaller business still believe that continually pumping money into digital isn’t the best idea. This is part of the reason why 39 percent of American small businesses said they hadn’t executed any marketing initiatives for at least six months, according to a Capital One Spark Business survey.

A recent article by Forbes pointed to the overall growth of digital marketing, “US digital marketing spend will near $120 billion by 2021.  Investment in paid search, display advertising, social media advertising, online video advertising and email marketing will pace to 46% of all advertising in five years.” Though these numbers show a substantial increase in overall spend they don’t clearly depict the success of online marketing. Online retailers and tech savvy organizations may find it easy to monetize spend on these channels, as they get a direct result from spend. Others, though, may struggle with the necessary pace that is required in order to maintain such campaigns.

Turning to automated systems for purchasing digital placements helps but there is often stiff competition for those spots which will increase the premium for space. The key for many businesses will be differentiating themselves from other organizations in their market. There are several ways in which firms can do so. Unique marketing creative; slogans, jingles and placements. It’s extremely important that organizations focus on delivering true value to their marketing mix. Creative needs to include the following factors:

  • It's memorable.
  • Is the slogan or jingle quickly recognizable?
  • Will people only have to spend a second or two thinking about it?
  • A brief, catchy few words can go a long way in advertisements, videos, posters, business cards, swag, and other places.
  • It includes a key benefit.
  • Your brand may be different from other brands. But, what is the benefit of your unique offering? Entice and engage with displaying the true key benefits.
  • It differentiates the brand.
  • This means the unique selling proposition of your product or services needs to be recognizable in the creative. "Shave Time. Shave Money." -- is an excellent reflection of their expertise.
 This little quip cleverly incorporates two of the service's benefits: cost and convenience. It's punny, to the point, and it perfectly represents the overall tone of the brand.

Courtesy: Dollar Shave Club

It imparts positive feelings about the brand.

The best taglines use words that are positive and upbeat. For example, Reese's Peanut Butter Cups' slogan, "Two great tastes that taste great together," gives the audience good feelings about Reese's, whereas a slogan like Lea & Perrins', "Steak sauce only a cow could hate," uses negative words. The former leaves a better impression on the audience.

Now that we've covered what a slogan is and what makes one great, here are examples of some of the best brand slogans of all time. (Note: We've updated this post with several ideas folks previously shared with us in the comments.)

There are a variety of things that are important to developing a strong brand message and an intriguing message that differentiate your offering. On top of the creative aspects involved in marketing, it’s imperative that definable metrics are included to measure the return on investment. Many marketing professional focus on an overlying measurement of customer lifetime value and cost of customer acquisition. There are other ways to continually gauge your market and marketing efforts:

  • Market Growth Rate
  • Market Share
  • Brand Equity
  • Cost per Lead
  • Conversion Rate
  • Search Engine Rankings (by keyword) and click-through rate
  • Page Views and Bounce Rate
  • Customer Online Engagement Level
  • Online Share of Voice (OSOV)
  • Social Networking Footprint - Matt Moberg
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