In today’s business world, building a strong brand is the key to success. To build a strong and powerful brand,you must distinguish it and make it stand out from other brands (differentiation). Brand differentiation is the means by which your brand is set apart from the competition.
There are many ways you can distinguish your brand. The success for your brand lies in developing and applying the most effective branding strategy in a way that suitably reflects your brand’s personality, promise, value and its main characteristics.
Your decisions about your brand must be made strategically so that they are the most related to your particular products and services. Decisions that will strengthen your brand platform, and be most suitable and attractive to your customers will increase their loyalty.
Below are 5 ways to distinguish your brand from your competition, many of which we implement when developing our clients brand strategies.
1. Price Differentiation
The price of your products or services from your competition can be successful differentiation strategy. Depending on your strategy, you can be either the successful best-seller with a low price or a brand with higher price point such as Starbucks. This is how Starbucks influenced their target, giving their customers the perception of a premium quality coffee store.
2. Be The Expert
If your company is excellent at a certain aspect of the business, you can distinguish your brand by focusing on this expertise. For example, Domino’s pizza distinguish themselves through their 30 minute delivery guarantee.
3. Unique Point-of-Purchase Experience
If your customers receive a memorable buying experience, your brand will stand out. I know myself that when a sales assistant is friendly and is genuinely helpful, I will return to that store time and time again.
Every successful brand has a fascinating story behind it. By completely developing and accentuating your brand story, it can help you to distinguish your brand and demonstrate the personality, commitment and worth of your brand.
5. Appeal To Emotions
Another way to differentiate your brand and make it stand out is by delivering an emotional experience that’s associated with your product or service. For example, Coca Cola really capitalize on the emotional appeal by branding their offering as fun and happy.
If your brand is very underdeveloped or lacks sufficient personality, then maybe it is time to consider a brand audit. Here at CDG, we provide a free audit which your brand can benefit from. Our passion is to create compelling digital solutions that give the wow factor and speak intelligently to your customers.This passion keeps running long after the event is over so you the customer gets the after sales support that makes you feel appreciated and never forgotten.