What makes your brand unique? What does your story tell your audience about your company? Are you nothing more than a logo or a tagline in the mind of your customer, or do you connect with them emotionally? The values your company stands for are just as important as the product or service you offer.

Here are three keys to crafting a brand that differentiates your business in today’s crowded marketplace:

Create A Brand Statement.

Your story encompasses the unique qualities of your brand that bring value to your customers. It goes to the heart of who you are, and builds an emotional connection with your buyer. If someone asks you what you do, and you can’t deliver a clear, 2-3 sentence answer, it’s time to rethink your brand statement! If you’re stumped on how to develop one, start by asking yourself these 4 questions: Who do you serve? What do you provide? Why do you care? How are you different? Now, combine your answers into several short sentences.

Be Unique.

Determine what others are doing in your industry and then do it differently, by putting your own personal twist on everything. Share your story, and explain how it has inspired you in your journey. Simon Sinek’s Start with Why can help you with this idea. Everything you do – your marketing materials, your website, and your social media presence – should be a reflection of your unique personality! Consistency is key – use the same colors, logos, and fonts on everything. Investing the extra effort into perfecting the little details is a great way to make your brand stand out.


Support A Cause.

Find your passion, and use your business to bring greater awareness to the cause. You’ll have a chance to promote something you care about, while increasing consumer interest in the products or services you offer. When there’s synergy between an ideal you really believe in and your brand, everyone wins! Since 1903, Crayola has been on a mission to inspire childhood creativity. The company is an annual sponsor of The Italian Street Painting Expo at the Palo Alto Festival of the Arts – with event proceeds helping to support youth programs.

Your brand represents the pledge you’ve made to your customers. It’s what you stand for, the need you fulfill in their lives, and the value that you bring to them. In a world overrun with cookie-cutter products and services, you need the long-term competitive advantage created by offering your buyers a unique experience they simply can’t find anywhere else.