What makes you you? It’s a question you’ve probably had to answer during interviews, when filling out personality tests and when thinking about your true goals in life. It’s a question we need to ask more, especially when thinking about brands and businesses. 

Sometimes the easiest way to know who you are is to know who you aren’t. It can be daunting to try to define yourself and your brand. Instead, it can be easier to start by looking at someone or something else. Knowing your competition and finding what makes your business different is vital in maintaining a strong brand image and marketing your business best. 

Step 1: Know Your Competition 

If you are a restaurant in Chapel Hill looking to create a strong brand image, first look at your competitors. Think about who could be a competitor. For a restaurant, a competitor could be due to proximity. Say a potential client is walking down the street and thinking about where they want to eat. They may stop in at neighboring restaurants because they see other people enjoying their meals or are allured by the restaurant’s aesthetic. Restaurants of a similar cuisine are another competitor you should pay attention to. If a client is in the mood for pizza, their search might exclusively consider pizza restaurants near you. Sometimes competition can be less clear. Sticking with the restaurant example, think about other ways people eat or spend money. Perhaps they’ve decided to stay at home to cook, order delivery or save their money and use it to buy tickets to a movie theater instead for a different type of experience. Being able to recognize all the competitors out there is the first step in understanding your own brand. 

Step 2: Think About What Makes You Different

The next step is to consider what makes you different from your competition. Do you offer more seating than the restaurant next door? Do you have more expensive prices or better service? Is your restaurant a staple in the area? Are you new and up-and-coming? Answering these questions will help you better reflect on your own brand identity. 

Step 3: Sell Your Differences

Now that you know how to differentiate yourself from other brands, capitalize on it! Sell yourself by selling your differences. Those differences are the strengths that make your brand unique and that authentic dedication to your brand image is how you’ll attract and retain customers. It can also help anchor branding decisions you make. As you create your website and social media posts, think about what makes you different and hammer it home to anyone who comes across your business. Your brand deserves attention – show them why! 

Following these three simple steps will strengthen your brand image and surely make it easier for you to answer the question: what makes you you?