Episode 4
Your Brand's Unique Edge: Defining Your Differences for a Distinctive Brand Identity
In episode 4, we are diving into the importance of highlighting what makes you and your brand different in a crowded marketplace. Robyn discusses how emphasizing your unique value proposition can help you stand out and capture the attention of consumers. She shares a compelling example of a photographer who initially struggled to connect with clients until he embraced the unique experiences and skills that set him apart. Robyn emphasizes the emotional connection between brands and consumers, urging listeners to list and embrace the qualities that make them stand out. (Let your inner weirdo shine!) Tune in as she guides you through the process of showcasing your distinct brand identity.
- Importance of defining what makes a brand or individual different in a crowded marketplace
- Emphasizing unique qualities and values to create a distinctive brand identity and connect with an audience on an emotional level
- Examples of how personal background and experiences can be assets in building a brand and connecting with specific customer needs
- Encouragement to list and highlight what sets a brand or individual apart from the competition in order to establish a strong market presence
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Transcript
In episode 3, I talked about personality assessments and how they
Speaker:can help you define your personal brand and
Speaker:or inject that personal brand into a
Speaker:business brand. But these profiles can
Speaker:also help you describe how you're different
Speaker:or how your brand is different. And it is
Speaker:important So important for a brand to talk about what
Speaker:makes it different because it is a crowded marketplace out
Speaker:there, and consumers have way more options
Speaker:than they ever did before. So if you want your brand to stand
Speaker:out and capture people's attention, you gotta give them something.
Speaker:You gotta give them a reason to choose you over
Speaker:your competitors. Talking about what makes you and your
Speaker:brand different. You can highlight your
Speaker:unique value proposition and show customers why
Speaker:you're the best choice for them, not why you're
Speaker:just the best choice, but why you are the best choice for them.
Speaker:This goes back to that understanding your target audience bit.
Speaker:Right? Maybe you offer a product or service that nobody
Speaker:Does maybe you have a special process or a unique
Speaker:approach to solving a problem, and that's what sets you apart.
Speaker:Whatever it is, Emphasizing those differences is what's
Speaker:gonna help you establish a distinctive brand identity
Speaker:and and build that loyal following. I want to tell
Speaker:you about one of my favorite clients that's an example of
Speaker:this. He's such a great example of this. He thought
Speaker:that he had to disconnect himself from all of his previous
Speaker:jobs in order to build his professional brand
Speaker:as a photographer. So he'd always loved photography,
Speaker:always done it on the side.
Speaker:He had always loved photography, always done it on the side, Finally
Speaker:took the leap to build a photography business
Speaker:specializing in real estate and live event photography.
Speaker:Right? And He just wasn't connecting, and
Speaker:and he was trying to hide all of the things that made
Speaker:him unique. He didn't think it was important to talk about how
Speaker:he used to be an instructional designer for a
Speaker:home shopping channel. He didn't think it was important
Speaker:to talk about or that people might be turned off by the fact that he
Speaker:used to be a drummer in a punk rock band. But those
Speaker:are actually the things that made him the ideal
Speaker:choice for certain clients because a drummer has
Speaker:rhythm, right, and is gonna understand how to capture rhythm.
Speaker:He's also been at a lot of live shows, right? And he
Speaker:knows how to capture the action and the activity that's going on in
Speaker:a crowd or at a live event, and his instructional design
Speaker:background made him really great at being able to simply
Speaker:and effectively communicate an idea. So you
Speaker:take somebody who has an understanding of rhythm and the
Speaker:ability to quickly communicate an idea. That makes
Speaker:them an ideal choice for certain types of
Speaker:event photography. Right? So why wouldn't you
Speaker:tell people that? If you don't tell people that, They don't know that you're the
Speaker:person that they've been looking for,
Speaker:so I want you to think about what makes
Speaker:you different, because that's gonna help you connect with customers on
Speaker:an emotional level. People will choose brands based on how
Speaker:they make them feel. Right? Brand so you can
Speaker:create a strong emotional connection with your audience by making
Speaker:sure you inject your unique qualities and values into that
Speaker:brand. Listen, ultimately, people just want to
Speaker:know what it's like to work with you. They want to know what the in
Speaker:person experience is going to be like, so that they can make an
Speaker:informed decision. So spend some time right now.
Speaker:Get out your piece of paper Brand spend some time listing
Speaker:all the things that set you apart from the competition
Speaker:or set you apart from your industry or set you
Speaker:apart from the current marketing
Speaker:climate or Brand. Whatever it is, there's something you
Speaker:do that only you can do, And I guarantee
Speaker:you, no matter how weird or niche or
Speaker:oddly specific it is, somebody is on Google
Speaker:right now searching for exactly who you are and what you
Speaker:do. And the only reason they haven't found you yet is
Speaker:because you haven't figured out how to talk about it in a way that is
Speaker:searchable. So start making your list.
