Why Brand Differentiation Is Important
If your teenage years were as exciting, I am sure it included sprinkles of getting in and out of trouble. One of the things I used to wish for when I got busted and mum dragged me by the ear was to immediately become invisible.
I now find my desperate wish that everyone would become identical quite hilarious. Such a selfish wish to make it difficult to tell who the real culprit was. If only wishes were horses!
Imagine a world where everyone looked alike though. Spoke the same way and had the same name. A world where nothing differentiates you from the next person.
Even though I once wished it, it would have been chaotic. Differentiation is very vital. At least, I can tell my sister’s shoes apart from mine.
Getting Serious ...
Now that we have established this, how do you differentiate your brand?
You see differentiation is very important. Differentiation is the reason brands create logos and put it on their products. That's the beginning.
When a brand finds it's points of difference, it becomes visible to its target audience. Do you know what's interesting? The things that differentiate your brand, make it attractive to your target audience. There are no rules.
Brands can be strategic about how they stand out in their industries. They can stand out via their product, service, distribution channels, or brand image. The list goes on.
For starters, you must understand your industry, line of business and target audience. This is the key to selecting a good differentiation strategy. So let's help you ask some of the right questions:
Who are your customers?
What problem are you helping them solve in the most unique way?
Who are your competitors?
What is that one thing that your business does, and competitors cannot lay claim to?
Why is your business special?
Ever heard of Starbucks? there's a good lesson to take home from them. The exact thing that differentiates Starbucks is the same reason for its growth. So differentiation makes room for growth. Starbucks differentiated along product lines. Their top-quality fresh-roasted coffee made them stand out from the competitors. It is also the reason their cafe style business spread across continents.
You know what my favourite part is? Your individuality already makes you stand out. Be you! Your authentic self. Differentiation is about individuality. This is also what separates you from your noisy neighbours.
Focus on your values, your strengths and Unique Selling Proposition (USP). Once you spot all or any of these, build on it and lead with it. Your bottom line will thank you in the end.
If you're a business owner, connect with us. Then share how differentiation is working for your business?