In a new or oversaturated market, how do you carve space for your brand to stand out and be seen above the crowd?
In this Forbes Coaches Council roundup, you’ll read nine effective ways to establish brand credibility that are crucial to highlight in your business.
Scroll down to #9 to read my contribution.
- Find the story that connects customers to your brand beyond its product.
Establish the value to the buyer and how the brand delivers on that promise. The magic is in finding a way into that story that both connects and inspires customers to want to love you for more than just your product and what it does for them. You want to compel them to love you for what you stand for in the world. Both must exist for a brand to produce “loyalty beyond reason.” – Cari Jacobs-Crovetto, carijacobs.com aka The Force Majeure
- Think: resonance, credibility, brand promise and methodology.
Potential buyers will want to connect with both the emotional (ie. resonance) and rational (ie. credibility) attributes of your business, as well as the brand promise — how you will make their life or work better — and the evidence or methodology that you can provide a reliable experience to those who will be users of the product or service. – Pam Boney, Tilt 365
- Communicate the niche your brand is serving.
Consumers need enough info to know whether to opt in or opt out of following your brand. If they have to guess, they will go elsewhere. For example, if you are a restaurant specializing in raw food, make it known so that raw foodies flock to you and those who love cooked food will opt out. – Karan Rhodes, Shockingly Different Leadership (SDL)
- Highlight the impact you will have in the market.
When your brand identity is impact-led, it is quickly noticeable to your target market because it means you’re making an instant difference in assuaging a key need. This informs the level of brand recognition and worth of your brand. The more valued it is, the more valuable it becomes. – Arthi Rabikrisson, Prerna Advisory
- Define the problems you solve.
Customers will likely seek you out if they believe you understand their problem and can effectively help them resolve it. One critical error that new firms make is that they tell customers who they are and not what problems they solve. You want to be known for solving specific problems and motivate your future clients to think of you as soon as the need arises. – Stacy Sufka, Gladegy Consulting, LLC
- Ensure your brand promise has non-negotiable value.
Lead with the most fundamental and memorable element of your brand identity: your brand promise. Your promise needs to be the non-negotiable value that you can always be counted on to deliver, no matter what. This promise distinguishes you from your competitors and delights your loyal customers. Take full advantage of every opportunity you have to reinforce your promise and become unforgettable. – Kathryn Gorges, Inspired Success
- Don’t underestimate the power of an effective logo.
When establishing credibility in a new market, it’s important to highlight your logo, as it’s the first thing most people see and identify with your company. Making sure your logo is meaningful and incorporates part of your company’s history, culture, heritage, powerful quotes or influential people can ensure that your company’s mission resonates with your target market. – Liudmila Schafer, The Doctor Connect Consultancy specializing in National Impact Strategy (NIS)
- Focus on powerful, impactful branding.
Powerful, impactful branding immediately communicates to the target audience what they can expect to realize and gain. Your branding is so much more than your identity, from your name to your tagline and what you can offer unlike anyone else. It is the essence of why you are preferred over others and should be chosen over others. It’s not just one but multiple aspects. – Sherre DeMao, BizGrowth Inc
- Identify the essence of your brand.
Start with understanding the essence of who you are as a brand and what you stand for. Clarify your value proposition as it relates to your best buyers and articulate how you use your unique brilliance to deliver the important outcome to your buyer. Communicate all this powerfully, with credibility and relatability to be seen as a market leader in your space and to stand out from competitors. – Michela Quilici, MQ Consulting and Business Training, Inc.
This article was originally published on Forbes.com