Many new business owners get so caught up in doing what the bigger corporations are doing and doing what's been done before, that they forget to build their own brands. Think about all the supplement brands out there today - apart from their labels, what really separates them? Same products, same marketing techniques, and often the same ads. If you go on most websites, you'll even see that their articles aren't even written for humans anymore, but for computers - in hope that the keywords make them rank higher for SEO. Being the same as everyone else might feel like a shortcut to success. Sure, fitting in might get you into the database faster, but it's also the easiest way to be one of many, pigeonholed and eventually ignored. What if you do things completely different?
So new that there is no slot for it.
So unpredictable that you can't be ignored.
So important that everyone needs to stop what they're doing and pay attention instead?
At AZOTH we made it a point to be different. Our most developed marketing push hasn't been to get models to take pics with the product or to make a video of a glute workout. Instead, we created the Unsung Heroes Contest and spent all our advertising budget on a small, niche podcast led by two good guys in the industry with a loyal following. That's it. We don't have any sponsored athletes, we don't make any outrageous claims, we don't have glamorous models handing samples at expos, and don't do any training videos. Not because those things aren't right, but because those things don't help us promote our brand. That's the bottom line. Your customer might forget your product, but they won't forget your brand; better yet, it doesn't take a million-dollar budget to create one.