50 Ways To Differentiate Your Brand | Branding Strategy Insider
An effective brand differentiation strategy is essential for organisations wishing to achieve standout in a world of continuous communication. One needs to find ways to differentiate your brand from the competitors, set it apart by highlighting unique features and substantial advantages. What exactly is brand differentiation, anyway? In addition to setting firms apart from their competition, a robust brand differentiation strategy allows firms to We' ve seen what doesn't work, and we know that differentiation is.
Enterprise Rent-A-Car did just that by offering leasing at a time when competitors did not. Apple too saw what others did not. No one was asking for an iPhone, but an untapped audience emerged when new value in the form of a cell phone was introduced. Re Invent a category — and own it.
UFC became the fastest growing sports organization in the world by redefining the reach and the audience for mixed martial arts. Today, UFC produces more than 30 live events annually and is the largest pay-per-view event provider in the world. Swatch differentiated from other watch brands by focusing on self-expression rather than precision.
Create a new category.
The Toyota Prius, the Nintendo Wii, and Red Bull are all brands that created new categories, outside the established norms of their product category. By stepping outside the bounds of their categories, these brands created a space that they can call their own. Tell a story that defines you and is unique to you.
Brand Differentiation: 12 Ways to Differentiate Your Brand
It may also be based in imagination — like the thought that Keebler elves make Keebler cookies. Your story may also be about the source of your product, service or inspiration. Forge new ground in the spirit of your founder.
Chanel continues to personify the philosophies, ideals and legend of Coco Chanel long after her death. Leverage your history to define tomorrow. National Geographic have redefined what it means to experience the world we never see by expanding their channels and offerings while still holding their history close.
Own an eternal idea. Red Bull expresses in every action its belief in, and addiction to, excitement.
Ingredients, spirit, sponsorships and the human desire to do things that make the heart race are inextricably linked. Dove owns and serves the idea of real beauty. This is about more than just product innovation. Boeing redefined travel forever with the Google may well redefine how we can see with Google Glass.
Creating An Effective Brand Differentiation Strategy by Stewart Hodgson
Dyson changed the possibilities by reinventing old technologies like the vacuum, hand dryer and fan. This article looks at the fact that while Chinese consumers are now overwhelmed by Western brands and doing business in Greater China has become very expensive, other countries in Asia with booming economies like Indonesia, Malaysia and the Philippines remain largely overlooked. Solve a global problem. Do something startling to generate attention. Use attention to build a crowd.
Use a crowd to gain credibility. Use credibility as the jumping off point for your next distinctive act. Red Bull, Virgin and Apple should come to mind. Redefine how people buy. Bring unprecedented optimism to a sector. Nike redefined what people believed they should be capable of. Connect the previously unconnected. LinkedIn brought business people together so that they could network and share ideas in a way that was effortless, credible and global.
In doing that, they resolved a problem that no-one realized they had until they saw the potential for what they would now be able to do. Southwest Airlines put the fun, the quirkiness and the savings back into the serious and process-packed world of travel. Make what you sell feel even more personal. This great infographic hints at how much further retailers could take personalization. Link your brand to specific occasions. Habits are powerful, but occasions may be even more so.
They engage us so effectively because they combine time and focus. Brand licensing can bring valuable new meaning to a brand, further differentiating it from its competitors. Pillsbury licenses the Cinnabon brand to do just that for its cinnamon rolls.
Colgate licenses Disney characters to increase its brand appeal. Break away from conventional wisdom. Breakaway brands bring new meanings to the party and make the most of the stretch, holding on to enough of the old to avoid category defection. Breakaway brands stretch the boundaries and live as outliers. These brands are the opposite of the well-behaved brands in the category and consequently provide radical differentiation from the status quo.
Cirque du Soleil is one such brand. There are no tents, tigers and elephants. Instead it borrows attributes from other entertainment categories like, dance, music, opera and theater.The Secret Behind Coca-Cola Marketing Strategy
It becomes something all together different—far outside the bounds of a conventional circus. Like a Chinese gooseberry. When the name was changed to kiwi fruit, the world suddenly had a new favorite fruit that it wanted to put in its mouth. The Green Giant character became the difference in a family of vegetables in many forms. Frank Perdue became the tough man behind the tender chicken. Create a new item. The cantaloupe people wanted to differentiate a special, big cantaloupe.
So it introduced Cornish game hens. Pork was just pig for many years. Ordinary bananas became better bananas when a small Chiquita label was added to the fruit. Dole did the same for pineapple with the Dole label, as did the lettuce people by putting each head into a clear Foxy lettuce package.
Of course, you then have to communicate why people should look for these labels. Be the expert or specialist. This focus enables the marketer to put a sharp point on the message that quickly drives it into the mind.
Pizza Hut has to talk about its different pizzas, home delivery, and sit-down service. Starbucks prices its coffee higher to raise perceptions of the quality of its coffee. Singapore Airlines, the most profitable airline in the world, does the same thing and always sells at a premium.
In each case, the price is a signal of supremacy — differentiation via perceived quality. The North Face uses Gore-Tex technology to differentiate.
Each brings noticeable differences in their own right. Highly target a market. Who you focus on can create a unique point of difference.
This laser focus has made it synonymous with conservative views and policies, creating by far the strongest commercial brand associated with those views. Wegmans Supermarkets believes that happy customers are generated by happy employees. How your product or service reaches a customer can set you apart. Through an easy to use kiosk it differentiates from its competitor Netflix and helped seal the fate of Blockbuster. Amazon has a futuristic plan to deliver some orders via drone.
Everything must be on the surface and easy to find. It does not mean you have to spend more money on your ad campaigns or something. It means you need to use internet creatively to boost visibility and accessibility of your brand. This is achieved through a combination of search engine optimisation and keyword-induced snappy, catchy copywriting. Mixed with a brand identity that pulls double duty of providing information for those who are looking and giving them a taste of your style.
The price must reflect the qualities of the product. There are two distinct approaches of brand differentiation: One strategy is to make the price slightly higher than the average for similar services or products and that must be directly connected and justified by the notion of higher quality.
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It is called differentiation via perceived quality, pleasant service and other commodities. The other solution is to make the product economic bestseller affordable for everyone — countering higher priced competitors with basically the same package.
Creating an effective brand differentiation strategy
Either way, the price needs to be justified and explained to your target audience in detail so that they could understand what they are paying for. To impact decision making — you need to create an appealing impression that is further assisted by a reasonable proposal. You need to convince your customer that your product feels like the right option.
From a design standpoint that means you need to count in the emotional perception of colour and shape scheme before implementing them. Regarding positioning, it is a bit more complicated. The customer is the one who decides to use or not to use services you offer. However, the decision is based on gut instinct and emotional reaction to the offered product. Because of that, you need to be cautious of your actions. You can study your competitors, but you cannot copy their strategies.
That will add a drastic difference to the brand and will make it stood out from the rest. To do that you need to be in the know of the state of things in the business, follow the actions of your competitors, study them, find the right spots that were unmentioned, ignored or uncovered and push on them instead.
Another viable option is changing the angle of presentation — when you seemingly do the same thing but differently aesthetically and contextually.
It is ever changing. However, there is one thing that positively affects and improves general perception of the name in any case — it is customer service. You need to show that you care about your customers through little seamless things.
It should be noted that taking care of a customer must be natural, not showy and not overbearing. Otherwise, it will make the customer suspicious and turn them away from your brand.
You need to be creative with the ways your service or product is presented to the customer.
Regarding brandingit is relatively easy to pull. Design themes must circle related subjects. The manner of phrasing and lexicon must be adapted to the segment-specific terms. The other point is that segment-specific approach allows building intimacy between the company and the user. You can lean on more specific things and speak directly without much manufactured buzzword-induced newspeak.