--- title: "Quick Tip: When Developing Your Brand, Consider What Isn’t Being Said" description: Consider these things when you are developing your brand. image: https://www.jonespr.net/hubfs/Blog_Images/Blog%20486%20Brand%20FNL.jpg --- [![](https://www.jonespr.net/hubfs/Blog_Images/Blog%20486%20Brand%20FNL.jpg) ](https://www.jonespr.net/eight-arms-blog/quick-tip-when-developing-your-brand-consider-what-isnt-being-said) # Quick Tip: When Developing Your Brand, Consider What Isn’t Being Said BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) ![Quick Tip: When Developing Your Brand, Consider What Isn’t Being Said](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog%20486%20Brand%20FNL.jpg?width=580&name=Blog%20486%20Brand%20FNL.jpg "Quick Tip: When Developing Your Brand, Consider What Isn’t Being Said") One of the six key steps in creating a new [brand identity](https://www.jonespr.net/six-steps-to-creating-enviable-brands) is the competitive audit. Once you’ve gone through the [discovery process](https://www.jonespr.net/inboundaccelerator/brand-creation-begins-with-discovery) internally—gathering feedback from stakeholders within the company—it’s time to look at what the rest of the industry is saying. The obvious questions to consider in your research for a [competitive audit](https://www.jonespr.net/inboundaccelerator/6-benefits-of-using-marketing-audits-to-inform-strategies) include: - What are your competitors doing and saying? - What are the key problems your industry is solving? - How are you different from others in your industry? That third question can be the key to focusing in on a concept that will give you a competitive edge: What can you do—or emphasize—that your competition isn’t doing, or at least isn’t talking about?  *(See the differentiating point JONES identified while working with medical registration software provider AccuReg in this [case study](https://www.jonespr.net/case-study-accureg).)* **Our advice**: Find the pain point or benefit your competition isn’t talking about and use it as an opportunity for developing your brand identity. Are you looking for more than a 2-minute quick tip on developing a strong brand identity from scratch (or rebranding your current company)? Download our [Six Steps to Creating Enviable Brands ebook](https://www.jonespr.net/six-steps-to-creating-enviable-brands) for a detailed look at what a complete branding process entails. ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. [![Download](https://no-cache.hubspot.com/cta/default/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4) ![sb_6StepsToEnviableBrands](https://www.jonespr.net/hs-fs/hubfs/CTAs/Campaign%20Name%20Scorecard/sb_6StepsToEnviableBrands.jpg?width=220&height=260&name=sb_6StepsToEnviableBrands.jpg) ![Half Dotted Circle Background](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/CTA%20Graphics/Half%20Dotted%20Circle%20Background.png?width=136&height=264&name=Half%20Dotted%20Circle%20Background.png) --- ## **Keeping Up with Kristin** ![Kristin Jones BW photo 2017](https://www.jonespr.net/hs-fs/hubfs/Kristin%20Jones%20BW%20photo%202017.jpg?width=640&height=640&name=Kristin%20Jones%20BW%20photo%202017.jpg) [![Octavia-LinkedIn-2](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Octavia-LinkedIn-2.png?width=39&height=39&name=Octavia-LinkedIn-2.png)](https://www.linkedin.com/in/kristinjonespr/) [![Red Twitter Icon](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Red%20Twitter%20Icon.png?width=39&height=39&name=Red%20Twitter%20Icon.png)](https://twitter.com/kcjonespr) I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next? [Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones) ## Subscribe to Eight Arms Subscribe to the Eight Arms blog to get our most recent content. 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We’ll take you from where you are to where you want to be. [![Join Jones](https://no-cache.hubspot.com/cta/default/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a) ### Refer a Friend Do you know a company that has the potential to become the envy of its industry?  If so, refer your friends to us. If they join Jones, we’ll give you a $500 Visa gift card. [Make an Introduction Today * *](https://www.jonespr.net/refer_a_friend?__hstc=11961003.1a5be42b66ef27d6cab66ae83c913d43.1697645107592.1700161460234.1700240011412.5&__hssc=11961003.1.1700240011412&__hsfp=561747742) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kristin Jones", "url" : "https://www.jonespr.net/eight-arms-blog/author/kristin-jones" }, "datePublished" : "2017-03-13T13:00:00.000Z", "headline" : "Quick Tip: When Developing Your Brand, Consider What Isn’t Being Said", "image" : [ "https://www.jonespr.net/hubfs/Blog_Images/Blog%20486%20Brand%20FNL.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.jonespr.net/eight-arms-blog/quick-tip-when-developing-your-brand-consider-what-isnt-being-said", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.jonespr.net/hubfs/JonesLogo-RGB-1.png" }, "name" : "Jones PR" } } ```