Success Comes From What Sets You Apart

The businesses that stand out are those brave enough to own their differences and back them with a unique marketing strategy. After nearly thirty years, redhotblue has worked with clients across almost every industry, and one thing remains consistent - no two businesses are the same. Every business has its own fingerprint, a unique identity that sets it apart from competitors, which is why cookie-cutter marketing falls short. What works for one business won’t necessarily work for another, so trying to replicate someone else’s approach will result in a business being overlooked in a crowded market.

It’s widely understood that businesses should dedicate around 5-10% of their turnover to marketing. Smaller brands often balk at that figure, while larger ones continue to adhere to it. The difference is perspective. Bigger brands understand that marketing is not so much an expense as it is an investment in future growth. When industry leaders with household recognition are dedicating significant resources to marketing, it’s unrealistic for smaller businesses to expect to survive without doing the same.

Investment alone isn’t enough. Throwing money at marketing without a strategy is futile. A strategy is the framework that ensures every dollar spent is accounted for and directed towards a clear outcome. Without it, campaigns become activity for activity’s sake. A strategy answers the hard questions many businesses neglect to ask. Who are we speaking to? Why are we speaking to this audience? What action do we want them to take? How will we motivate them to take that action? And crucially, what does the audience want from the business? When businesses fail to ask these questions, they run the risk of broadcasting irrelevant messages directed at the wrong audience, while burning precious budget.

Too many businesses try to play it safe by copying their competitors and the latest trends. The result is an industry crowded by clones that blur together in the minds of customers. Authenticity isn’t just a buzzword; it’s a brand’s point of difference. A brand that hides from its unique identity due to a lack of confidence or fear is both short-sighted and unsustainable. Consumers can spot inauthenticity a mile away, and employees will burn out trying to maintain a façade. The only way forward is to embrace what makes a brand different and own it.

The rise of templates and trends has made it dangerously easy for businesses to believe that marketing is just a ‘plug and play’ exercise. But templated solutions will always deliver templated results. They dilute a business’s message, strip away individuality, and place a brand firmly in the middle of the pack. At redhotblue, we’ve never worked from templates because we know one-size doesn’t fit all. Our team’s knowledge, skills, and experience mean that we can create and implement marketing strategies that set brands apart, without replicating what’s already in the market.

The businesses that truly thrive are those bold enough to invest in marketing, stay unapologetically authentic, and trust experts to craft their unique strategy. Without marketing, owners are relying on hope and crossing their fingers; done right, it’s a driving force behind growth.

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