Differentiation is absolutely critical in branding, whether you’re forming your brand for the first time or attempting to reposition through a rebranding effort. The last thing you want to do is seem like a carbon copy of your competitor or become a name that nobody can remember. Your branding efforts should highlight the most unique parts of your business, so consumers know—and remember—why they need you.
Key areas of differentiation
Many things can differentiate a brand from its competitors. Some are simple, such as a different set of products and services. Others go much deeper, influencing the way a customer interacts with and feels about the company. When forming your brand, you need to decide what you want consumers to know about you that makes your business special. What are your unique value propositions?
All of these things should play a role in making your brand stand out:
• Product offering:
Is your product or service lineup broader or more specialized than the competition’s? Why is that a good thing for your customers? Are you the most innovative? What value does your product lineup offer? Showcasing differences in product offerings is an easy way to let customers know they can get something from you that they can’t get anywhere else.
• Cost:
Cost is a huge differentiator for many popular brands. You might sell a similar product as a competitor but at a much lower price. Or, you might want to position yourself as an exclusive luxury brand. Highlighting your price point through branding choices can focus you in on a particular market and help you stand out from others in the same space.
• Culture or mission:
Differentiating yourself based on company culture or mission goes much deeper than price point or product selection. Do you have a charitable angle that drives your mission? Are you offering the same product as your competitor, only streamlined to be simpler and more accessible? What makes your company’s story unique? These differences are based on why your business does what it does and the experience it hopes to create not only for customers but the world at large.
Infuse differentiation into your branding efforts
Once you have identified what makes your brand unique, you need to hone in on those values to create a
memorable brand identity. Your unique value propositions should appear in every aspect of your branding, from your name to the advertising you create.
• Branding basics:
The essential components of your brand—your name, tagline, logo and overall aesthetic—should all reflect what makes your company unique. Is your business trying to offer products to a younger audience? A hip, fun name, colorful design and
casual or witty voice
can help you stand apart from more mature, serious brands. Is your brand trying to offer more simplicity and ease of use than the competition? Make sure your logo and design are clean and simplistic and your name is short and easy to remember.
• Advertising efforts:
Your advertising efforts are where you should plainly state what makes your brand different. Many brands lay out their unique value propositions in brand videos or create content that
shares their brand story. By making it clear why your business is different, your customers will understand that you’re the right fit for them.
Could your brand use more differentiation from the competition? The branding experts at Spin Creative can focus in on your unique values and make them shine.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
