In order to make your business or brand stand out in the crowd there are several tenants that should be held. Surprisingly very few companies recognise these, and generally they think message first brand ethos second.

Be exceptional
Always believe that your product or service is the best. Strive to stay ahead of the competition. If you take someone else’s line round a bend you will very quickly come off the road.

Change perspective
Your target audience is ever changing. The dynamics of business are less simple today. Ensure that your client or customer is aware of your services or products and what you are doing at all times. It is that personal communication which will make the difference.

Don’t be predictable… listen
Previously it was considered enough to market to your audience through a few very powerful channels – press, television, direct marketing and radio for example. With that coverage often it was enough to improve your bottom line.

Today you need to be more innovative with your strategy and more creative with your tactics. We no longer talk to our customers and they listen. We push information and they pull. It is in that ‘pull’ that you will gain the most insight as to their needs and enable you to formulate a lasting relationship.

Have strong opinions… softly held
Of course it is vital to have a brand identity and brand voice. How else will you be differentiated from your competitors?

Believe in yourself and your brand truths… however always be flexible.

Be human… explore… collaborate
No matter how big a company you are, the most important element to your business is your customer. Without them you are nothing.

Always try to connect with them. Reach out by utilising the tools your strategy has created.

A little a day makes them stay