We know you are bored seeing the same content over and over again online! Today, according to Statista, 96% of businesses use social media and the digital market is more saturated and competitive than ever before. It’s no longer a question of should your business be on Instagram, but rather, how do you make your brand stand out from all the rest? In this new digital world, you may wonder whether there are any effective ways to make your brand stand out from the pack. There are—and they involve getting back to the fundamentals.
The key to crafting a compelling brand story is to ask yourself, “What is the ‘why’ behind what my company is doing?” The “why” is the driving force that provides solidity and continuity for your company—like the foundation of a house. While product offerings and marketing tactics may change, this foundation remains the same. Brands that can identify their “why” and use it as the central theme of their messaging are better equipped to cut through the noise.
We keep our brand in mind with everything we do. Whenever you see a piece of Unspun Group creative, you’ll know it’s ours right away. How? Because even though we vary our message enough to fit each medium, we are diligent in remaining consistent—and therefore recognizable—across all channels. Whether it’s an ad, social media post, content on a landing page, or our product itself, the message always embodies our brand and furthers the conversation around it.
By weaving a visual thread throughout all of our messaging, we’ve developed a loyal following. People can see for themselves that we follow through on our own intentions—and that builds trust and creates curiosity.
So how do you turn your “why” into revenue? Running a modern digital marketing company, we’ve thrown thousands of ideas against the wall to see what sticks in terms of telling the kind of brand story consumers will respond to.
In this blog, we’ll cover which techniques work well to tell your brand story and which ones are best left out.
Create One-Of-A-Kind Offline Experiences
While not every brand has the budget to fly influencers in private jets, there are easier ways to connect with real-life people and solidify their connection to your brand. Hosting meetups for VIP customers is one way to replicate this, but even providing customers with curated to-do lists in various cities can help them feel connected to your brand in a way that a trip to your e-commerce site will not.
Involve Your Audience In Your Mission
Whether you’re selling sneakers or software, involving customers in your brand’s long-term mission will drive brand loyalty. When customers feel passionate about your brand story, they’ll be more likely to stick with you for the long run.
Engaging customers in your story can be easy with the tools at hand. Consider creating brand-specific hashtags to encourage user-generated content, and offer incentives for people to participate in your campaigns. Adding a collaborative element to your brand’s visual storytelling can help users feel like a part of your mission, rather than just witness to it.
Be Privacy-Conscious With Your Branding
Brands are no longer concerned about shocking their customers with granular targeting, but they don’t want to anger them by violating their privacy. This creates an opportunity to stand out from the pack by establishing your brand as one that is conscious of your customers’ privacy. Consumers who are targeted when browsing for makeup or cleaning supplies may not care whether the details of those searches start popping up all over their browser, but they’re not as laid-back when it comes to medical details or major life events.
You can still use your customer’s data to target them—just make sure you treat it as discreetly as your own company data. If you want to highlight user data as part of your brand story, be sure to offer customers something in return. Remember, there’s a difference between giving users new insights on their own behavior and exposing that behavior to a large audience. By being sensitive and smart with users’ personal information, you can rise above your peers in the eyes of privacy-conscious consumers.
In short, using digital marketing to stand out requires more than simply copying the content strategies of your competitors. If your brand can find its “why” and convey it in a compelling way across all channels, you’ll be able to establish a strong presence in a crowded online landscape.
How do you tell your brand’s story? Have you used any of the strategies we mentioned? We’d love to hear about what you’ve done in the comments.