How to Build a Uniquely Differentiated Brand in a Competitive Market
How to Build a Uniquely Differentiated Brand in a Competitive Market
Building a differentiated brand is table stakes in today's competitive market landscape. A distinctive brand not only stands out, but also creates a memorable presence in the hearts and minds of customers. The concept of differentiation is deeply rooted in providing an original brand personality and an appealing visual identity, as well as connecting deeply with the way the customer thinks and feels.
To truly set your brand apart, consider focusing on a "signature” aspect of both your product or service offering and your business model. Think about going beyond “all the latest features” or “good service” or “high quality” – all characteristics that may be difficult to define and could apply to your competitors, or even the entire category. For example, when I managed marketing for the Farmland brand in the bacon category, a lot of the marketing dollars spent by brands in the category went to driving usage of bacon, versus differentiating a brand’s unique value proposition, and stoking usage of that brand’s bacon.
Your company or brand’s “signature” differentiator could range from offering a unique benefit, providing an unparalleled customer experience, adopting an innovative marketing strategy, or even developing a novel profit model. A great place to start with differentiation is to ask your current customers or partners what sets you apart – either directly or through customer survey data that has been gathered.
It's a must not just to claim differentiation, but to defend and demonstrate it through your business and marketing strategies. Any customer or partner interaction with your company – whether via your website, social media channels, or in-person at an event, should communicate your brand’s unique differentiation. Narrative branding will play a crucial role here — by crafting compelling and relatable stories that resonate with your target audience, you will bring your unique differentiation to life and drive the business outcomes that you need.
When defining differentiation for your company or brand, one thing to watch out for is creating a position that is just too similar to a competitor – especially one with a larger market share or share of voice. Be intentional and do a “gut check” with competitors, comparing your color palette, tone & voice, and the messages and images that you use. This simple activity can save you costly re-work down the road.
In summary, to build a differentiated brand, you should focus on your unique value proposition, or the signature aspects of your company or brand, backed by a compelling narrative, and a commitment to making a significant impact in your category, or even the broader marketplace. This approach will not only foster brand loyalty in the long run, but also positions your brand as the obvious go-to solution for your customers' needs.
