No matter what marketplace you are in, I bet it feels a bit crowded.
You do your part to follow the trends that promise to garner attention: videos, posting, commenting, groups, going live, giveaways, branding, rebranding, even color coordinating your Instagram feed. The “to do” list is endless and a game plan your competitors are working off of as well. No matter how much you do, attracting attention for your brand in an oversaturated market using these common tactics can often feel like a lost cause. The reason? In most cases using the same playbook as everyone else means that it is.
So what’s a brand to do to truly stand out? We just have to take a page from our high school years. Senior prom to be specific.
Think back to those days and think – who are the people you remember? You know, the ones who got noticed then and have been taking up space in your memories all these years later?
The people on the stage.
The people who were elevated and acknowledged for whatever reason are the ones you noticed then and remember now – the prom court.
And the way the prom court got noticed is the model we need to follow for our brands to get noticed today. Here is what that looks like when it comes to you, your brand and your market.
1. Look your best.
Looking good when it comes to your brand is far more than just a pretty picture or two. Today your brand visuals and copy all have to speak to what your brand experience is for your customers. Experience, not deliverables.
In today’s marketplace, deliverables are similar to your date buying the prom tickets. You just assume that is done. The experience is what you think about and dream about. It is the experience that you plan for months. It is the experience that you gossip with your friends about. It is the experience that you think about endlessly afterward, reliving every moment and detail. The experience is what sets you apart.
Human beings should be called human experience beings. We all crave experiences. So if you want to stand out make sure your content is rich with sensory engagement. Describe, show, and get excited. Think Food Network level of excitement here. It’s a combination of beautiful images and helpful information presented in an entertaining manner. You look your best when you give your audience what they need and want while building a meaningful relationship with them.
2. Elevate your message.
If you are only promoting your brand in the mass ways everyone else is then you are on the gym floor with the rest of your friends. This is not where your brand wants to be. You want to be elevated.
Your brand needs to showcase different ideas in different ways than the rest of the crowd. Far too often as entrepreneurs we look at content creation and engagement as a task not a relationship. This leads us to “phoning it in” when it comes to the type of content we share and how we share it. We are so interested in producing more to meet arbitrary posting and engagement guidelines that we don’t stop to think about what we are saying, how we are showing up, and where we are showing up. Each of these aspects holds equal importance, and when thoughtfully orchestrated in concert, elevate the brand.
Take the time to craft your outgoing communications in a fashion that is thoughtful and tactical – every word, every image needs to have a purpose. Flood your brand platforms with these words and images and then reach out to third parties – media outlets, complimentary businesses, high profile individuals – and find ways to work with them to elevate your message and brand further. A credible, well respected third party sharing your content is an endorsement that elevates your profile every single time.
3. Find your X factor.
Jocks and cheerleaders aren’t the only people who make the prom court, it is the standouts throughout the school who receive the acknowledgement. The class clown who always made people laugh, the ASB Queen who organized every special event, the valedictorian who smashed school SAT records, the most spirited fan at the game who led the stands in singing the school fight song, whatever it is you do, find your X factor that makes your brand stand out.
You don’t have to be the only vendor in your space in order to be unique. Your story, your company culture or simply your voice can make your brand stand out. Feeling stuck? Do some research to see what your competitors are doing and saying to help you determine what aspects of your company make you different, make you proud of what you’re doing or how you’re doing it and amplify that componesnt of your brand.
The truth is that standing out isn’t hard per say, but it requires us as individuals and brands to strike a balance to dare to be our unedited, original selves while caring about the relationships first and the results a very close second. So yes, just like the Prom King and Queen of your high school you must do better, be different, and willing to be up on stage all alone. Standing out is a balance of being fearless and having fun – just like prom.
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