Establishing Brand Identity in a Shared Space
How do you establish a unique brand identity in a shared space such as a food hall or food court? In such a setting, multiple vendors operate side by side, sharing the same kitchen, dining area and customer base. Of course, this is by design as these shared resources lower overall costs and increase visibility to a growing number of customers. Unfortunately, this close proximity blurs the lines and makes your business difficult to distinguish from the next.
Of course, visual branding such as logos, color schemes, fonts and packaging are essential elements of branding and imperative in distinguishing your business from its competitors. However, in a sea of red fast food restaurants, why does Chick Fil A stand out?
The reason is that they focus on UVP, or unique value proposition. Answer the following questions:
- What sets my business apart from my competitors?
- What are the core values of my business?
- What problems am I solving for my customers?
- Who is my target audience?
- How do I deliver value to my customers?
- Are there any emotional or intangible benefits my business offers?
- How do I prove my claims?
Answering these questions will help you pinpoint your UVP. It will give you the foundation of what sets your business apart. This differentiation is a key part of your business's brand identity. Also, by defining how your business is different from its competitors, your UVP will establish your brand's positioning in the marketplace, shaping how your customers perceive you in relation to your competitors.
A UVP is essential to your business's brand identity because it defines the core value and the differentiation that your brand offers however, it does not encompass everything. But determining your UVP is an essential first step in the overall creation of your business's brand identity.
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