We’ve all found a coffee shop, a band, a clothing store etc and thought “Why aren’t these guys famous??”  The answer: we have an over-saturation of talent.  While we remain a culture and economy driven by mass production, the rise of “indie” brands has also led to an explosion of talent. It is happening in business too.  There are a lot of talented designers, accountants, consultants et al.

So if you are an indie brand, how do you differentiate yourself? It won’t just be on talent.  While talent will differentiate you from your inferior and/or mass-produced competition, it doesn’t differentiate you from other indie brands.  A lot of it will be your ability to promote yourself – but not in a way that dilutes your brand.  Here are some tips:

• Hire a mini-CMO.  Even if you are a solo brand, you need someone that will develop and execute a marketing plan.
• Use great design.  A strong visual brand is a still a great short-cut to standing out.  This includes your logo, website, social media presence, etc – as well as your personal visual brand if you are a solo brand.
• Be consistent.  Regardless of the tactic being used, be consistent with the timing, message, visuals, etc.
• 
Go Blended.  Create experiences that draw people to your brand in unexpected ways.  For example, if you are a business-to-business brand, host a garage sale for your clients and donate the money to charity.
• Capture Everything.  “Tell your story” has become a bit of a cliche, but it is still true.  Capture videos, photos, testimonials, etc to tell your story. This also allows your customers and influencers to promote you.  Your brand is a reality show – just turn the cameras on.

Final thoughts …

Occasionally, well-promoted mediocrity beats talent.  But well-promoted talent ALWAYS beats under-promoted talent.