Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the required space between your brand and your competitor’s brand.
There are only so many ways companies can stand apart as the “lowest cost,” “highest quality,” or “best customer service” provider. Is your organization really different in any of these areas? Do these words really connect to your customers’ needs? Do they enable the organization to stand out from the clutter?
Differentiation is only half the story.
There is more to differentiation than simply being “different” or saying the same things differently. You need to be “relevant” to your customers’ needs. Standing out from your competitors in a meaningful way is how differentiation becomes memorable. It’s when your customers take notice, connect and become brand advocates.
Before searching for the best descriptors to position your brand, take the time to strategically understand your audience’s expectations, opportunities and challenges. Gain the important insights you need to build a brand that is relevant to your targeted audiences’ specific needs.
Take the required time to:
- Research your competitors to find their important positioning points.
- Research your target audience to understand their needs and what they value.
- Research your own organization to find what you can promise your customers every day.
Your organization’s brand should be built for the long haul. Brand longevity is possible when you establish and deliver on a promise that is unique and meaningful – a promise that turns first-time customers into long-term brand advocates.
9 Comments
Good post and good point. Brand expert and author Marty Neumeier referred to this in a playful way as “onliness” – the one thing you can lay claim to that no one else can. Acme is the only company that…
Thank you Eric, I am honored to be referenced with Marty Neumeier. I remember reading his book “Brand Gap” many years ago and liked the way he visually connected the brand dots. Finding the “onliness” only works if it’s something (The promise) you can deliver on every day.
Thanks again, Mike
You say it all right here: “Brand longevity is possible when you establish and deliver on a promise that is unique and meaningful.” It’s amazing that so many companies don’t get this. Great topic for you post!
Coreen, Thanks for the nice comment. – Mike
I enjoy the way you’ve boiled this down. For my company, getting our client base to take notice is about consistency – repeatedly being true to our differentiation for the benefit of the client. As in boxing, nobody truly believes that you are the champ unless you can defend the title time and time again (i.e., deliver on that differentiation).
Joe, Thanks. I like your boxing analogy. As you know, as soon as the boxer stops training or lets his gloves down, a competitor is ready to take over the “Champ” status. Protect the brand.
A well-written post — the basics don’t change!
I do have one question for you, though. If you dropped the quote marks around the words “different” and “relevant” would the meaning of your message change in any way? I know that scare quotes have a function — alerting readers that the word or phrase within may not mean what we think. But in this case I think maybe you DID mean those words to be taken at face value. Am I right or wrong?
Patience – Thank you for your thoughts and intriguing question. You made me stop and think and I love when that happens! I meant the quotes to be taken at face value as you indicated. I wanted to draw attention to those two words in a way that shows how they are mutually inclusive of each other. Simple being different is not enough. You must be different and relevant to build a meaningful brand connection. Thanks again, Mike
Good article Michael.
I like to say that the positioning strategy must not only be different, it must make them (the customer) take the high ground and most importantly, it must resonate with the customer. Otherwise to be different for differences sake, is simply eye candy with no basis to drive sales.