In a recent Entrepreneur article, branding expert Scott Deming shares some thoughts on how you can ‘create brand distinction that has everyone turning their heads’. Deming defines brand distinction as ‘the unique identity that sets you apart in a crowded marketplace’. 

And the fact is, brand distinction can’t be bought; it’s earned. It’s the sum total of every interaction, every smile, every problem solved and every promise kept.

Of course, in order to start earning this connection with your clients, you have to find a way to make that initial connection, which can be difficult. 

In this hyper-connected world, we’re struggling to capture the attention of those we hope will buy from us and eventually become loyal customers. The deluge of social media platforms and AI tools has created an overwhelming tidal wave, drowning us in a sea of tweets, likes and algorithms.

At Novagram, we help our clients to stand out for all the right reasons with bespoke branding that helps to attract attention and drive business. To use a phrase from Deming, let us be the ‘lighthouse that can guide your brand through this chaotic digital fog’. 

According to Deming, earning brand distinction comes down to forming an emotional connection:

Here’s the real deal: if your advertising hits the emotional sweet spot and is backed by an equally impactful customer experience, you will connect on such a personal and emotional level that you’ll elicit a visceral reaction whenever someone hears or sees your brand. This emotional connection isn’t just one facet of your brand — it is your brand.

Deming cites Nike as a brick-and-mortar case study of emotional branding, and Zappos as an online example. 

Nike has mastered the art of emotional branding. They don’t just sell you athletic gear; they sell you a dream, a better version of yourself. It’s this emotional resonance that turns casual buyers into loyal fans.

Achieving this emotional connection is made both easier and more difficult by today’s digital landscape. The digital age is a ‘double-edged sword’ according to Deming, who urges organisations to nurture the human side of their brands too:

You can have all the AI chatbots and social media influencers in the world, but nothing compares to a genuine smile, a caring attitude or a prompt, thoughtful response. The human touch turns a one-time buyer into a life-long customer and a raving evangelist for your brand. So, don’t underestimate the power of creating an emotional connection.

With a wealth of experience in both digital and physical branding, Novagram is the perfect partner to help you craft a memorable brand. If you think we could help you, get in touch today.