I read an interesting blog today. The author felt that using differentiation as a brand strategy was misguided. He felt that being different wasn’t enough considering that many people purchase things based on a commitment in their minds. Being different wasn’t enough of a reason to change their minds.
I think he was well intentioned but he took ‘different’ too literally. Using his theory, it’s easy to understand that if you’re a fan of say, Apple products, it’s not likely that your next purchase will be swayed by a brand that is completely different than Apple. Different doesn’t necessarily mean better. Different for difference’s sake IS misguided.
A differentiation strategy from my perspective takes a stand. ‘Different’ can mean many things. But it can’t JUST be different. Your brand strategy has to been authentic. Just being different is masking a weak reality. Swaying a purchase your way involves many things. In addressing a need, one has to intrigue the buyer. To get the customer to move their money to a new resource, that resource has to provide a solution that resonates with the buyer. It has to compel them to give your brand a shot. It’s not enough to emulate the leader in the category, which really only reinforces that leader. Your offer has to lead not follow. Your brand has to earn the trust of the customer and deliver on a promise to your customer that raises the bar against the competitor. You have to exploit the weak flanks that they are taking for granted. Once you own that flank, you must become it as well. You must offer a benefit in your differentiation. Your brand has to be a viable alternative, not just window dressing.
If it were just being different that would be too easy. If that difference emulates from every corner of your brand, then it can resonate and allow you a foot in the door. Difference is all about the conversation. You want to change the conversation and control it. If you are able to do that, your customer will take your story and give it a moment of their time. Branding properly opens doors. From there it is the sales staff’s job to land the business. If you are one and the same, then you have to be a master of your message and consistent in its delivery.
Embrace your difference, then sell it and land it. If your difference is all visual you will lose the opportunity. Your difference goes to the core of your brand – exploit it.