As branding experts, we work with companies to develop unique brand identities. We begin the process by helping business owners to figure out how to differentiate their product or service, and separate themselves from their competitors. We then turn this into a name, logo, web site or printed material that positions them apart from their competition.
However, we’ve discovered there are some people who want to promote a distinct part of their brand identity so much that they end up losing search results.
Let me give you a made up example: Imagine there is a company that coaches business executives. Most people would call this “Executive Coaching”. However, to show that they are different, the Rainbow Consulting Group decides to call their coaching program The Rising Stars.
You can certainly imagine a creative branding campaign built around rainbows and stars. However, it is unlikely that anyone searching for executive coaching will put “rising stars” into Google. And anyone who puts “rainbow” in Google is probably not looking for executive coaching.
We see how creating distinct and different ways of naming and describing your business can be beneficial but also troublesome.
The benefits of differentiation in branding
The reason that we try and figure out how a client is different is so that we can promote that difference as a benefit to their prospective customers. It may be that they have a fresh approach which gives better results. We want to promote that different type of perspective so that our client stands out from a sea of similar competitors. Being distinct in your offerings and your identity is a way to be memorable.
Why being different can be hard for search engines to understand
You need to realize that most people will not search on a term that is unique only to your company. Unless you spend thousands or millions on advertising, or you have already had direct contact with a prospect, this will not be the case.
They will search using the terms they know and understand.
Therefore, you need to speak in this general language at some point. You need to balance your descriptions to show that you are unique, but still filling a need that is common.
Use key words, but still promote your unique benefits and brand identity.