How to build a distinct brand customers can't resist even in a pandemic.

How to build a distinct brand customers can’t resist even in a pandemic.          


The need to stand out as a brand has become pivotal to any business in its industry. Regardless of a company’s market share, cultivating the art of being distinct in its industry remains a critical factor for its brand to stay relevant and needed by its customers.

Here are some critical elements that make businesses irresistible to their customers, even during a pandemic.

Defined target market:

This factor is primary to the success of any business. Without a well-defined target audience, a business is prone to fail, no matter how fantastic its product or service is. It often occurs when brands are driven solely by passion, with no thorough research into their customers’ needs. When customers zero down on purchasing only essentials, like during the pandemic, brands must build their products from a solution perspective.

Furthermore, businesses can capitalise on this by creating a customised service or product for their customers. For example, In 2014, Coca Cola launched its “Share a Coke” campaign. It replaced its iconic brand name with over a thousand popular names on the labels of its products. In the U.S., it resulted in increased sales volume for the first time in roughly four years.

Design for distinctiveness: 

Being deliberate about the common elements like the type of photos we use, the editing decisions or graphic design choices we deploy for any product or service is beyond aesthetic. They serve a more functional purpose than aesthetic, and they make a brand unique and easily identifiable. Therefore, businesses must be deliberate about the kind of materials they put out per time. With social media, this factor has become more critical to a customer’s decision to engage a brand or not. Some famous brands with distinct designs are Cadbury, UPS, Guinness, Oak Pensions, Apple Etc. Whatever brand outlook they want their organisation to have, they understand what it means to their audience. They are purposeful with what they intend to achieve with it.


With the increasing growth of influencer marketing, the power of endorsements has become a significant success factor. To give an illustration, Oak Pensions partnered with social media influencer Taooma to promote the launch of the “RSA Transfer System”, which avails RSA holders the opportunity of switching their Pension Fund Administrator. It resulted in high customer engagement to the pension managers.

Clear messaging:

It is one of the most essential of all the factors mentioned in this article.

A brand may have a great product or service. However, without a clear messaging of its business, the brand will perform below the bar. People often do not go after the best brand, but after the brand they know.

To win in any market, every brand needs a bespoke communication plan to reach its target audience. Hiring a media agency to create a vital connection with its audience is a great way to go. No matter how attention-grabbing its messaging is, it will most likely fail if there is no strong connection to the brand.

Therefore, building a distinct brand is beneficial to any long-term business success. It keeps the brand memorable and more vital amidst an increasingly competitive marketplace.


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