Brands we all know and that stand out are ones like 42 Below, Virgin Atlantic, Mike Pero Mortgages, Michael Hill, Jockey, The Mad Butcher, Tony’s Tyres, Tui and Pak’n’Save. These brands do so well because the people behind them know who they are and what they’re all about as a business.
Think big. Imagine if your business brand could stand out like these brands
do.
These brands do the following, how can you do the same?

• tell us where they stand
• create emotional relationships with us
• are intense in their actions
• are highly intrusive, noisy and we can’t help but notice them

When you think about Virgin you expect something from them when you go on their flights and you do, you get what you want when you want it. Two factors this brand carries are:

• Self belief
• Product/service performance

When thinking about your own identity, look at:

• What drives your company, what are your core beliefs, what is your history
• Your first customers – what attracted them to you
• Your competitor’s weaknesses? What positives can you gain from their faults, what can you do differently?

To stand out from your competition start making noise, start doing things and start getting noticed.
Stop following everyone else’s rules and change them in the way you represent yourselves, the different mediums you use to market yourselves and the product experience. Get away from the same old stuff and be visible!

Then eliminate anything that could dilute your identity and what product/service you offer, this could mean sacrificing certain markets and offerings and being really targeted in your markets or focused on one area of your offerings. In other words think about where your business is going and stick to what you’re really good at! You must stand out, and this is the key.