Questions

What can a brand do to differentiate itself in a crowded marketplace such as the sports accessory space. Would it be the brand story and brand attributes that are the winning ingredients to win in this hyper competitive market or would it have to be innovation.

+1 Laura. Storytelling is key.

Keep in mind that a good story needs to be tailored to your audience, so understanding who you're selling to is really important. I find archetypes, or storytelling patterns, super helpful, too.

You also need to find a way to stand out from the crowd. You can't afford to be generic. Authors use a process called 'character profiling' to develop robust voices, and this technique works really well for developing your brand's voice as well.

I recently gave a presentation about these two techniques. Here are the slides if you want to learn more: http://www.slideshare.net/mobile/bijou628/engineering-effective-communications

If you have any questions, here's my link for a free call. I'd be happy to chat with you. https://clarity.fm/andreagoulet/howdy


Answered 10 years ago

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