Guide to creating a distinctive brand for your company
In a crowded world of brands, building a distinctive brand is a fundamental challenge. Consumers are presented with a myriad of options, but only a few names manage to stand out in their memory. Setting yourself apart from competitors is crucial in the market, as a distinctive brand helps you capture attention, build a reputation, and foster customer loyalty.
Brand Blanding: what is it?
In recent years, a marketing practice known as “Blanding” has become increasingly prevalent. This trend is characterized by a constant push towards standardizing brands.
One industry where this trend is particularly evident is the fashion industry. In recent years, many prominent fashion brands like Yves Saint Laurent, Balenciaga, Balmain, and others have modified their logos, making them very similar to each other and, in general, highly resembling other historical logos like Chanel or Fendi. In the fashion world, this visual homogeneity trend can be attributed to a shift in the industry, which has become less associated with physical boutiques and more present in the digital realm, where a minimal and clear image prevails.
Overall, this trend reflects the aspiration to follow a well-trodden path that has worked for others, but we must ask ourselves if this is truly the most advantageous route.
How to choose a brand that stands out
If you have reservations about the “Blanding” trend and want to learn how to make your brand more distinctive, these tips could prove highly valuable:
- Understand your company’s identity: the first step in creating a distinctive brand is to understand who you are as a company. What makes you unique? What are your values, mission, and vision? Answering these questions will help define your company’s identity, the foundation of your brand.
- Know your audience: to create a distinctive brand, you must thoroughly understand your target audience. What are their desires, needs, and values? Understanding your audience will enable you to create a brand that resonates with them and meets their expectations.
- Analyze your competitors: examining your competitors is essential for identifying differentiation opportunities. What do your competitors do well, and what could you do differently? This analysis will help you position your brand uniquely in the market.
- Develop an unmistakable logo and name: your company’s logo and name are often the first elements people notice. Ensure they are distinctive, memorable, and representative of your company’s identity. Good graphic design is essential.
- Create consistent voice and style: consistency is crucial for building a distinctive brand. Develop a consistent voice and communication style across all your marketing materials and company communications. This will help create a cohesive brand image.
- Keep an active ear: customer feedback is invaluable for brand building. Listen to your customers’ opinions and needs and adjust your brand accordingly. A brand that listens is a brand that grows.