TV. Radio. Social media. Snail mail. Everywhere we turn, we’re being flooded with brands all competing for our attention. Seriously – how many mattress companies are there now? Prepared meal services? Cosmetic brands? It’s driving me crazy!
But then it dawned on me – the brands that I actually remember, connect with, and actually spend my money on, are the ones that somehow managed to stand out from all that noise.
They differentiated themselves. And that’s the name of the game.
So let’s break this down. Differentiation is essentially your brand saying, “Here’s why I’m different from everyone else.” It’s finding a unique angle. The special sauce. The thing that makes customers choose YOU instead of the other vanilla alternatives.
But wait – there’s more. Differentiation is more than just a fancy marketing buzzword. It’s literally the difference between life and death in today’s overcrowded marketplace. Buyers are bombarded with options. Quick – choose a streaming service. I thought so.
Want a couple of examples? Try these…
TOMS Shoes. They came out of nowhere with their “One for One” model that promised to donate a pair for every pair you bought. It wasn’t just about shoes, no, it was about a meaningful purpose. They were offering impact, not footwear. It worked brilliantly because it tapped into something unique and more profound than just a pair of shoes.
Dollar Shave Club. This company came onto the scene with a simple message – “Razors are too expensive and overly complicated. Here’s a simple solution that comes right to your door.” Their entire differentiation strategy was calling out the complexity and pricing of the other players. A simple no-nonsense alternative.
Trader Joe’s. No special sales, no loyalty programs, a limited selection, and yet, given all that, their customers are obsessed. Why? Because of their quirky product offerings, friendly staff in Hawaiian shirts, and a ‘treasure-hunt’ shopping experience unlike any other.
I know what you’re thinking. “Cool examples, Jay, but how do I figure out MY differentiation strategy?” That’s the right question, my friend. So, here’s my answer…
1. Take an honest look at your primary competitors. Wait, no. Don’t just look. Study them obsessively. What are they saying? What is their value proposition, and as a result, what territory have they claimed in customers’ minds? Where are there openings? Gaps in their strategy that you can exploit?
2. Given that, dig deeply into what makes YOUR brand stand out. Or what could make it stand out? It’s not, “We provide excellent customer service.” Sorry. That won’t fly. I’m talking about something baked into your company’s DNA.
So far, so good. But here’s where it gets tricky. If you don’t communicate consistently what is unique to your brand, if you don’t allow it to permeate everything, you’ve failed. This unique identity should be reinforced in your messaging at every turn. And even more importantly, once you’ve communicated it, you need to deliver on it.
Here’s my final thought on this whole differentiation thing – buck up, friend. This takes real courage. Standing out means just that – standing out. Taking a position. Having an opinion. Maybe even alienating some who don’t line up with your brand message.
But that’s the point!
If your differentiation strategy appeals to everyone, it isn’t a differentiation strategy. So, take that stand. Claim your territory. Be polarizing (in a good way). The brands we remember and connect with are the ones that have the courage to truly be different.
When everyone else zigs? Zag. You WILL be noticed. And remembered.