u·nique. being the only one of its kind; unlike anything else.
Establishing a brand identity requires something distinctive. For instance, Apple has become known worldwide for their innovative products and minimalistic, aesthetic appeal. When it comes to service companies, Domino’s Pizza used to guarantee that their pizza would arrive in 30 minutes or it’d be free. In terms of a selling point, TOMS shoes donates a free pair of shoes to a child in need for every pair of shoes that are bought.
Creating an identity within a niche doesn’t demand some amzing idea. It simply needs to have one special thing that separates it from, or even, puts it above the competition. In reality, it’s possible to be “a one trick pony” as long as that trick is really good. Once a business figures out what that is, it can concentrate on it and should gain recognition in time. ('time' being a very important key point)
Do you know what your unique product, service, or selling point is within your niche? If not, start there when building your branding strategy.
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