Every brand (just like every human being!) has something special and unique to offer the world. Our last blog discussed the first step of captivation: the brand clarifier, an internal process of self-discovery to help your brand determine its strengths and value. Clarification identifies the DNA of your brand.
The next step in captivation is the brand differentiator. This is the process of articulating what distinguishes your brand's unique strengths from your competitors AND makes it worthwhile for your audience(s). Jump on any smartphone or tablet or any app and find yourself served with countless ads seeking to promote products ranging from sneakers to sleep aids. With so many choices and SUCH a cluttered marketplace, consumers struggle to identify key differences across brands. That means less consideration for any given brand. It also means consumers are less likely to experience the products
and services that best meet their specific needs.
That's why at Orbital Socket, we seek to act as brand differentiators. We want consumers to hear those things that best articulate your brand, generate an emotional connection, and result in engagement. When consumers see you in the right light, your brand identity becomes more potent and enduring. Your brand becomes an experience replicated with consistency, resulting in consumer relationships built on trust and dependability.
So How Does Differentiation Work?
It starts with positioning: your brands' perception among its peers. Our goal is to help you find the paces where your brand's strengths best meet consumer needs. And then we want you to champion those spaces.
Core messaging is at the heart of differentiation; It's the thesis and the oomph that drive your distinction. Core messaging describes why your brand can serve your audience(s) the best and why you can provide the experience they desire and require.
What differentiates a brand from the others is how it builds its narrative. A story is far more effective than a simple soda can or piece of furniture. If someone can associate your story with your brand, they've already got a personal connection with you. With Orbital Socket's brand differentiator, your company will send out that message of a great story and keep telling it in fresh and exciting ways.
Remember that work of clarification? At Orbital Socket, we help you with internal discovery to reveal your strengths. We often find that companies tend to overlook their best assets because their employees are too familiar and too close to the process. What's routine for you is often impressive to outsiders. We build messaging points that authentically reflect who and what our partners' brands are. And these simple messaging points combine to create powerful and lasting communications.
Once you know who you are, the next step is telling your audience. At Orbital Socket, we'd love to help in introducing you to your brand and then the world to you!