Then, decide whether you want to ignore those elements, incorporate them into your own message or improve on them. If your competitor fails the Logo Switch Test because the advertising message is distinctive, you must develop a way to counteract it or else his message will prevail. What to do if you pass the test Place one of your competitor's logos over the bottom of your ad. This is not good, because it means that you are not advertising anything unique about your store or products. To effectively build your store's brand image, you need to communicate those features and benefits that make your company unique.
Every retailer says they have the largest selection, lowest prices and best service.
You've got to do better than this. If everyone is saying the same thing, the customer won't perceive a difference even if there is one. Take a hard look at your company and determine what makes you different and better than any competitor. Sit down with some of your key employees to make a list. Then whittle it down to no more than three major advantages.