Marketing tips: How your business can stand out from the crowd.

written by Sarah Colgate

Business Tips for 2024 | Helpful tips for tourism operators

February 7, 2023

Standing out in the crowd is a mix of many things and here we will address a few of the most important. 

Today’s market place is crowded. We have online services and stores competing with brick and mortar businesses. We are all trying to get to the right customer at the right time with the right offer. Gone are the days when you decided to set up a shop in the main street and sell your wares. There is so much more to consider these days.

Key questions to ask yourself before going into business or when you are planning your business;

  1. Why am I going into business?
  2. What can I offer that is unique?
  3. What value do I add to my target market’s life?
  4. What problem do I or my product solve for my target market?

Once you have the answers to all of the above then start looking at how you are going to stand out from everyone else on the planet and what they are selling.

Here are a few key factors that you can consider when it comes to standing out in the crowd. Some of them are old school and some not so much, but all important and all will help you achieve your business goals. 

Branding and Identity

Step one after deciding what and why is how. How will you tell your story? Telling your story is simple but also there are quite a few steps along the way. So the best way to start is to identify your business with a name.

Key factors when choosing a business name;

  • Do you want to describe the function of the business?
  • Do you want to make up your own word to describe your business or use a word from another language?
  • Is your name easy to remember and pronounce?
  • Do you use your name and add identifiers? e.g Maddi’s Coffee Shop.  
  • Do you need to identify the city or region in your name? e.g. Newcastle Road Bikes.
  • Often names evolve over time. They may start long and descriptive like Southern Cross Four Wheel Drive Hinterland Tours and after years and years end up as Southern Cross Tours.

Ensure you register your business name with your local authority – In Australia that is ASIC

Get creative with your brand’s design.

Brand design is step two after the name selection has been made and registered. Also make sure you remember to register your domain name even if you are not planning to sell online.  

Brand design is your logo, colours and font. Jump into Canva and troll through the thousands of logo design templates and see what appeals to you and what you feel will appeal to your audience. You can play with designing your own or email a bunch of ideas to a graphic designer and see what they come up with. 

Some questions to consider when designing your logo. 

  • Is it just a logo or are you incorporating the logo within the name?
  • Which colours best identify the style of your business
  • What colours create the most impact to attract attention or are subtle if you don’t want to attract attention.
  • Which font best suits your business, product or concept?

This is not something to get stuck on as everything in business evolves over time. Logos can be modernised, improved and streamlined. Look at the big brands like McDonalds and Coca-Cola. They have all changed and evolved over the years.

A point to note is, use your logo, use your colours and your font on cars, brochures, uniforms, shop fronts, emails, websites and anywhere you can. The more a brand is recognised the easier your journey with a client or customer. Don’t crowd your brand, give it space, respect it and prioritise it. I see so many businesses that have their brand jammed into a corner surrounded by text or imagery.  If you want your brand to stand out, give it the power to do that.

Identifying your Brands Attributes

Brand attributes are often overlooked in branding and I see it a very important step in communicating who you are, what your business is all about. Identifying brand attributes is saying this is the personality of my brand, this is what we stand for and this is what we identify with. Often these are adjectives used to describe your product or service as well.

The brand attributes at Aquaduck I created were; 

  • We value families and we are responsible for creating family memories on the Gold Coast.
  • We provide Family Fun, G rated comedy, education and commentary 
  • Our brand is friendly, safe, fun and easily identifiable.
  • We love our home and want to share that love with everyone who visits.

Brand attributes often contribute to company values, company culture and so much more, so please ensure you communicate this with your team. I used to have these printed and laminated around the business so everyone was reminded why we did what we did each and every day. 

What’s your story?

We all love a good story. So tell your story. Tell the story of how you come to create your business, the experiences you have had that led to that point. What you want to achieve in your business and how you are achieving it every day. Give people background and context. 

This is not just to fill the “About Us” page on your website, it’s what you tell your customers, it forms your company bio and possibly flows into the story behind each of your products or services and why they are unique and why people buy them.

Your story gives your business context and identity.

People buy from people.

This is the most overlooked part of branding and I have to say it is the easiest. Every business is run by someone. Every business has a front desk person or a sales person, an owner or manager. This is the face of your business.

When you put your face to your business you start to make some significant inroads, marketing becomes easier and the doors open for you because people trust people. They dont trust faceless names or websites they want to see the person behind the business. That is where trust in brands comes from. It comes from the person in the business that steps up and says, “This is my business and my product”  

A prime example – Steve Jobs from Apple. Everyone knows Steve Jobs and remembers the product presentations he did in the turtle neck sweaters. He was so confident in what Apple was producing he got up in front of the world’s media and every techie on the planet and told people about it.

People wanted to see Steve, he always had some cool new gadget we all needed to know about. But what he was actually doing was building rapport with his target market, giving them someone to trust in the world of technology where things change endlessly.

So many business owners today don’t bother with identifying themselves or connecting with the target market. If you want customers to trust your business and brand, show them who you are, why you do what you do so passionately and authentically. You will see a significant change in your business.

Presentation of your business

How you present your business tells the target market so much about your business. 

Presentation will hopefully tell your customers obvious things like; 

  • What type of business you are.
  • What you are selling, servicing or communicating. 

In addition to the obvious there are the subtle communications based on how you present your business;

  • Are you attracting a budget, mid range or high end market?
  • Are you presenting your products or services so they are easy to understand?
  • Are you inviting customers in for a face to face experience or are you sending them online?
  • Is your business corporate or funny and experiential?
  • Is your business presenting one main product or thousands of smaller products?
  • Is your business family friendly or for business people only?

For more information and some tips on presenting your business head to my blog 5 Top Tips For Presenting Your Business To Attract More Customers

These are just a few points to help you bring your business to the top of the pile and stand out wherever you can. If you need help with anything in this blog, contact me so I can help you and your business stand out.

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