DIFFERENTIATION OR ALIENATION OF BRAND?

"Latest data from Brand Aperture® reveals a humbling statistic: only 5% of brands are considered unique by consumers. In short: whatever you’re doing to differentiate your brand is likely not persuasive. You’re probably one of the 95 percent." David Mayer writes on Lippincott. 

Brand differentiation is a critical consideration for executives. Product and marketing leaders emphasize better impact and greater advertising ROI through effective brand distinction. Some take this concept to the extreme by becoming so different that consumers can't even recognize the product category. Like any typical matter in life, the key is finding the balance, staying the course, and avoiding extremes that may alienate one from their target consumers.

Over the years, we worked on more than 27 brand launches including publishing, consumer packaged foods and nonprofit programs. Here are few brand differentiation tips that worked well for us and our clients. While reviewing these tips, remember that we assume that our readers are already aware of basic branding due diligence, analytics, competitors, market size, and knowing their target consumers. And we also appreciate that each situation has its details which require further deliberation.

So without further ado, here are 5 tips on effective and profitable brand differentiation:

1. You are likely not the first one: All of us are coming up with "original" ideas, but after more than a decade in the industry, it is humbling to learn that almost all ideas are facilitated or learned through inspiration. Why is this important? Because many clients are fascinated by the power of "their creative idea" that they either become too idealistic or ignore market factors that determine commercial success. If you have an excellent idea, that's great, but there's more to brand success than the initial idea.
   
   
   
2. Don't over think it: There are times when executives may over think about differentiating their brand. They review the metrics and analytics over and over again. Conducting multiple rounds of competitor analyses. Striving to get that perfect positioning that no one has ever achieved. If you or your team is at this stage, review tip #1 above. Others in your area or somewhere else around the world may already have done it. Brand positioning is not a destination, it is a journey so getting started on it will unveil more opportunities that one can never learn if they are just thinking.
   
   
   
3. Don't try to fake it: The brand positioning should also be authentic to how the company is setup and how it operates. This is more relevant in small to medium size organizations. Larger corporations can afford even competing brands under different divisions. Our experience with several clients has shown that faking to act differently, generally is not the right approach. It can be exhausting. Data shows that consumers won't buy into unauthentic positioning.
   
   
   
4. Consider internal strengths: Similar to the tip #3 above, if a brand's positioning is done right, but does not align with the true business of the organization, it gets expensive to implement. Market acquisition gets tougher, product adoption lags, and margins remain stagnant. Brand positioning is not just a creative or color scheme but how the entire business unit interacts with each other and external stakeholders. Great organizations deliver authentic brand experience because every interaction and transaction amplifies their brand positioning.
   
   
   
5. Consider your industry and market logistics: Your business is not operating in a vacuum. Tip #2, don't over think it, but it is essential to consider media landscape, promotional methods, business buyers, industry influencers, and industry culture. Market and industry logistics shapes and helps you communicate your brand's positioning.

How are you boosting loyalty and profits for your supermarket in the digital experience culture?

Ehsaan Way aims to bring beneficent excellence in business, leadership, communities and economy through thoughtful brand growth strategies and Certification programs.