{"id":625,"date":"2008-07-07T08:00:16","date_gmt":"2008-07-07T08:00:16","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=625"},"modified":"2020-08-05T11:44:20","modified_gmt":"2020-08-05T10:44:20","slug":"break-through-branding-clutter","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/break-through-branding-clutter\/","title":{"rendered":"Break Through Branding Clutter"},"content":{"rendered":"<p>Does your brand stand out in the crowded marketplace?\u00a0 Does your brand message stand out from the myriad of messages that clutter consumers&#8217; minds each day?\u00a0 In order to ensure your brand is noticed and remembered amidst the clutter, you have to be certain that it stands for something specific.\u00a0 In other words, it needs to offer a unique value proposition.<\/p>\n<p>Truth be told, I dislike the buzz phrase &#8220;unique value proposition&#8221; because I think it&#8217;s overused.\u00a0 However, I&#8217;m using it here since it actually does apply.\u00a0 What makes your brand unique and what makes it distinctly different from other brands available to consumers?\u00a0 What makes your message more important than all the other messages customers hear?<!--more--><\/p>\n<p>Your brand&#8217;s unique value proposition is what gives your brand strength.\u00a0 Consider the brands below and think of what each brand stands for in your mind:<\/p>\n<ul>\n<li>Hyundai<\/li>\n<li><a href=\"http:\/\/www.lexus.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lexus<\/a><\/li>\n<li><a href=\"https:\/\/www.volvocars.com\" target=\"_blank\" rel=\"noopener noreferrer\">Volvo<\/a><\/li>\n<\/ul>\n<p>Each brand above has a unique position in the marketplace and stands for something very specific.\u00a0 In my mind, Hyundai represents the inexpensive car.\u00a0 Lexus is the elite, high-class brand, and Volvo is the safe choice.\u00a0 Each brand&#8217;s strength comes from &#8220;owning&#8221; its unique value proposition in the minds of consumers.<\/p>\n<p>Many brands have success extending beyond the unique value proposition that originally gave them strength and power in the marketplace, but typically, those successes occur only when brand extensions enhance the original value proposition rather than running counter to it.<\/p>\n<p>Where is your brand positioned?\u00a0 What is your brand&#8217;s unique value proposition?\u00a0 Make your brand distinct or you run the risk of standing for nothing and getting lost in the clutter.<\/p>\n<p><em>Image: <\/em><a href=\"http:\/\/flickr.com\/photos\/mujitra\/2372344280\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Does your brand stand out in the crowded marketplace?\u00a0 Does your brand message stand out from the myriad of messages that clutter consumers&#8217; minds each day?\u00a0 In order to ensure your brand is noticed and remembered amidst the clutter, you have to be certain that it stands for something specific.\u00a0 In other words, it needs [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[104,191,100,96,272,271,269,270,190],"class_list":{"0":"post-625","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-message","8":"tag-brand-position","9":"tag-brand-strategy","10":"tag-branding","11":"tag-hyundai","12":"tag-lexus","13":"tag-positioning","14":"tag-value-proposition","15":"tag-volvo","16":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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