Need help building your brand?  This video will share some basic brand building techniques that will help set you apart from your competition.

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4 Ways you can build a traffic driving ad campaign  //  Pick Your Lane & Build Your Brand

When it comes to developing a traffic-driving ad campaign, you must differentiate yourself from your competitors.   I’ve often called this picking a lane.  And in a perfect world, you’ll pick a lane   that is not occupied by someone else.

While there are many lanes to choose from and ways to add distinction between you and your competitors, consumers often see three lanes:  The top, middle and bottom.

Top level companies are those who offer exceptional products, services and unprecedented customer satisfaction.   Bottom level companies are those who offer their goods and services cheaper than anyone else.  

The middle is where most companies reside.  Products and services are of comparable quality, customer service is acceptable and competitive pricing is loudly proclaimed. 

In his book, “Selling the Invisible,” Harry Beckwith calls the middle lane dangerous and possibly even fatal to your long term viability if you can’t distinguish yourself from your competitors.  Unless you create a position or brand awareness that sets you apart, consumers have no more reason to choose you than they do your competitor.  This holds true for retail, service and B2B companies alike.

There are ways to set yourself apart and distinguish yourself from your competitors.  Consider Target as an example.  Their business model is similar to Wal-Mart yet they present themselves in a very different light.

Need an example?  Several years ago, Target ran a campaign “Brand New Day” and inspired people to have fun while saving money.  It tied in perfectly to their overall positioning of “Expect More, Pay Less at Target”.  You can buy the same stuff at Wal-Mart, Costco or any number of other discounters, but you’ll have a lot more fun shopping at Target.

Finding that unique position that will set you apart from your competition is hard work.  You need to be honest with yourself when assessing how good you really are at whatever it is you think you’re good at.  You’ll also need to commit yourself and your staff to this position.  

Before you call your friendly media sales rep and buy a single ad, spend time picking your lane and developing your message.  Consumers don’t care how many ads you run, they only care about how your goods and services will benefit them.   

Here are four steps that will help you pick your lane and create a unique message:

(1): Decide which niche or service you are capable of fulfilling.  What are you really good at?  What product line or service can you provide and be the very best at?  

Just make sure that you Analyze if this market is important to consumers.  You may be the best widget maker on the planet, but if no one wants your widgets, you’re wasting your time and money.

(2):  Demonstrate your superior position from the executional, operational and marketing standpoint.

Pretend you want to be the sofa-king.  You’ll need to offer, stock and display more sofas than anyone else.  You’ll also have to provide faster delivery than anyone else.  Your advertising strategy will need a budget large enough to cut through the clutter and cause consumers to take note.  You can’t just say it; you have to prove it.

(3):  If you can’t find a unique position, consider attacking a larger players’ strength.

Why attack their strength?  Because attacking a weaker area impresses no one.  If you do this, be ready to go the distance.  Larger players are bigger for a reason.  Be prepared to strike harder with each response the king makes.

Sticking to the sofa-king example:  If the king claims the largest selection and displays 16 sofas, you should show 30.   If the king offers delivery in 3 days or less, you should provide same day / next day delivery.

If you’re a smaller company, take full advantage of being able to act quickly.  The current king is probably bigger and slower to respond.

(4): Put together a quick-response marketing team that will build an on-going assault.   Empower your team with the ability to make quick decisions.  Make your quick response time your competitive advantage.

Businesses navigating the middle lane can reach new customers by doing things better.  More than anything, realize you cannot be all things to all people.  Your long-term viability as a company depends upon you choosing your own lane.

So there you have it.   A few ideas on how you can build a better campaign by picking your lane and committing to it.