Today I came across a Mashable post discussing brand identity in the digital world. Ron Rogowski talks about how brands used to use their actual product to differentiate themselves in the marketplace. But now, the tech landscape is so crowded with similar products that it’s much more of a challenge to compete.

The mobile takeover has provided unique opportunities to market your brand and, frankly, if you don’t get on the bus, you could very easily get left in the dust. We’ve discussed check-ins and location-based apps where businesses offer coupons when you make a purchase or track your spending so you can accrue points for discounts and special offers later. These are some of the most common uses where businesses focus their marketing efforts into the mobile market.  The post on Mashable suggests using the same tools, but using them differently in order to stand out. Rogowski says the experience is the differentiator.

Check out his post for some ideas on where to begin.

Stay true to what it is that you do by incorporating promotions that will be useful to your demographic, rather than doing something like hosting a giveaway of a popular item that has nothing to do with your brand or attracting a network interested in YOUR product or services.

Experiment with different outlets to find what works for you and what draws the highest level of interest and, more importantly, response from consumers.