Quick Tip: When Developing Your Brand, Consider What Isn’t Being Said

One of the six key steps in creating a new brand identity is the competitive audit.

Once you’ve gone through the discovery process 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 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.)

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 for a detailed look at what a complete branding process entails.