Imagine, if you will, you enter a great big expo hall. You might notice a similar issue between your brand and its competitors – both offer the same service or product or solution to customer problems. Think of the world of business like an academic decathlon. Verdict: Product brand differentiation forms a strong emotional bond with a consumer (people still talk about M&S clothing as quality, even when the brand is floundering). All too often, we play it safe, copying the competition. Whatever the case, a failure to differentiate your brand has far-reaching implications for the health and strength of your business. Use that as a differentiator. This, among other things, have helped it remain in a class of its own. They may not have the only bite-sized chocolate candies, but they certainly stand out thanks to the personification of their product. Free Bonus Gift "Top 20 Rebranding Mistakes to Avoid and 13 Key Questions To Ask Before You Start", Persona Branding & Design Consultants Contact: Lorraine Carter, Copyright © 2007-2020 All rights reserved. The reality is, chances are the competition has the same solution you do for customers. Look for Ways to Implement Personification, Help you stand out in areas other than pricing, products or services, Highlight struggles and obstacles your brand faced, Demonstrate your positive characteristics in some way, Foreshadow how you’ll overcome future obstacles. For more insights on building an effective ecommerce business, sign up for Bread’s monthly newsletter. • Is your packaging distinctive or stand-out in some way? The rest, as we might say, is history. Thank you sooooo much, this article was so helpful! For example, Apple and Samsung both offer a smartphone that is roughly identical to others on the market. Your brand can stand out by delivering an emotional experience that’s associated with your product or service. Maybe your brand has a similar look and feel to your competitors, or there’s not a clear reason why customers should pick your products, or you’re just struggling to communicate what exactly it is that makes your brand so special. Brand differentiation is achieved when brands are willing to take a chance, ignore antiquated traditions or the status quo and risk it. The goal is to achieve greatness through contrast – not to be different arbitrarily. Providing luxury is an automatic brand differentiator for most markets. For example, Johnny Cupcakes, a unique apparel company in the US, sells its branded t-shirts with a baking theme, including both the way in which the clothing is merchandised and the packaging in which you purchase your clothing – ovens, bakers shelves and cake boxes! Differentiation may be reflected in the name, packaging, and promotion of a product. Some, in fact, are detrimental. Top 5 Ways to Build Profitable Brand Relevant Consumer Tech in a Storm of Massive Change, 6 Ways To Use Family Business Branding To Drive Growth and Maintain Relevance Through The Generations and Adversity, 7 Ways Brand Collateral Helps You Grow Your B2B Business Profitably Even in a Hostile Market, How to Use Brand Building and Culture Integration to Unlock More Value from Mergers, Acquisitions and Divestitures, How to Build a Premium Tech Brand so You’re Not Just Competing on Features, Benefits and Price Discounts. Sometimes the appearance of luxury illuminates exclusive emotions. 7. Consumers not only associate a slogan or icon's characteristics with the product, they see the two as inseparable. For more insights on building an effective ecommerce business, sign up for Bread’s monthly newsletter. Sometimes, a pivot, even if slight, can help a brand stand out. Somewhere out there, someone is looking for your brand – they just might not know it yet. If a product is perceived to be better than its competitors, consumers will consider it worth the higher price. The key is to recognize when to do it and how to go about things to find success. Similarly, if you’re an innovative brand with a creative idea, you have to capitalize when the ‘math’ section arises. • What would it take to reposition as a luxury brand and differentiate through added value? How do you know if your brand is differentiated from your competitors’ if you don’t know what your competitors are saying? For more insights on building an effective ecommerce business, sign up for Bread’s monthly newsletter. The iPhone XR shipped 26.9 million units globally, while the Galaxy A10 shipped 13.4 million (statistics courtesy Gizmochina). So, how were we going to afford the trip to San Francisco? Price Differently. Aligning your brand with shock value can help you differentiate, but use this strategy with care. Green Giant vegetables has done this successfully with the Jolly Green Giant, while Keebler snacks are personified through the Keebler Elves. Fully developing and emphasizing your brand story can help you differentiate, be core to your brand DNA, and reinforce the personality, promise and values of your brand. Coca-Cola capitalizes on emotional appeal by branding their products as happy, implying its the maker of joy and harmony. It will stand out among all of the other web designers who have nothing to differentiate themselves from. Their target market: People who want a dairy-free alternative to milk but haven’t enjoyed the options available, such as rice, soy and almond milk. The brand name Fancy Feast is intended to convey that this is a high-quality cat food that your pet will love, and the advertising reinforces that claim. What’s difficult? For example, the wireless carrier T-Mobile conceded its uphill battle against juggernaut Verizon, instead rotating their efforts towards capturing the millennial market. It’s been a bumpy ride for the world of fashion in the internet age. If you decide that raising prices will help you gain a premium position, it never hurts to make it easier to buy.
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