Understand your audience.
The first stage in developing a brand differentiator is gaining insight into your ideal customer’s needs, wants, and characteristics. You can better target your audience with more detailed information on their demographics (gender, age, income level, education level, location, interests, etc.). As part of developing a target audience persona, giving the persona a made-up name and backstory is standard practice.
Think outside the box.
To have your target market view your service as a “copycat” is one of the greatest threats to your company. They probably won’t buy from you until you can make them feel special and make them feel like they can relate to your brand’s principles. Everything about your brand—the logo, the messaging, the colors, the forms, the style—should convey your company’s identity and unique selling proposition. That is how you will separate yourself from the pack.
Confusion will ensue if your target market is bombarded with conflicting information, such as many logos and marketing materials that all seem to come from separate companies. All aspects of a company representative’s communication with a potential customer should reflect the company’s brand voice and values. Every touchpoint with your brand should feel consistent with your target demographic.