Pointers on Differentiation…

Back on popular demand, differentiation is for sure a very hot topic at the moment. Most of us have heard, and some of us seen, the benefits a differentiated product and brand can bring. From the obvious positioning in the consumers minds, to the actual brand personality and consumer relationship making.

So now here I present to you some -concrete- pointers on how to start off your differentiation practice:

• #1 Rule in differentiation is: BE DIFFERENT! Never be afraid of being different and bold. Always keep in mind that humans are hard-wired to recognize that which is different. If you are just like the rest of your competitors, people will just assume you’re just as bad or good as them. Neither of which help to make you stand out from the crowd!

• Being different doesn’t mean being weird or freak. Being different means offering something that the rest doesn’t actually do. In the, then greasy and fast food filled market, In-N-Out Burger came and swooped some local markets in a very interesting way. They offered menu options that were never before seen in the industry. They kept the original concept of
  the rest of the industry, but added something that definitely made them stand out!

• Research your consumers. I cannot and will not get tired of saying this. Whether you can afford a great advanced statistical analysis of your consumers or not, there are always good and non-expensive ways of doing it. I’ll give you a couple:
• • Observe. If you’re born with the gift of sight use it. But not only see things, observe them. Observe how your consumers act, react, choose, consume, and give feedback. Most successful insights are to be found there.
  • Ask. Never be shy or afraid to ask. If you see someone about to buy or try out your product ask them about it, interact with them. It’s granted they won’t be totally representative of your whole consumer base, but it’s a great starting point.
    

• As a personal tip, I always try identifying the TWO main characteristics or influences that consumers have when deciding upon a brand. Identify your own TWO influencing forces. Analyze how you stand on those two dimensions compared to your competition, if you are all grouped in one tight circle then you are in desperate need of getting away from the bunch. If the competition is in a better stand than you are, breathe and do not freak, this might be a great opportunity to create that different aspect your brand needs.

There you go, four starting points to start differentiating your brand. Research and learn as much as you can from your own ad well from your competitor’s brands, and most importantly never let go an opportunity to learn more on your consumer.

Technorati : branding, differentiation, marketing