Everybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference.
They say they want to be distinctive to consumers but often, in their heart of hearts, they actually want to align (read conform) with the rest of the industry. One of the key issues for that is an uncertainty on the part of brand makers and decision makers to find a starting point.
In some ways that’s actually less difficult and daunting than it first appears. Begin with a premise that is truly one degree away from your rivals. By logically progressing that premise over time, and with strong discipline, you will build a brand that is consistently and markedly different.
At The Blake Project we help brands in all stages of development create meaningful differences that underpin their competitive advantage. Here’s 61 examples to leverage for your brand strategy:
1. Go Slow In A World Of Speed. Each Rolex takes a year to manufacture. The perception that a longer process is needed to build the world’s best timepiece reinforces the perceived value.
2. Use Country Of Origin To Your Advantage. Brands from Switzerland are highly associated with precision and fine craftsmanship. Seek to build brand associations with countries that support your reputation for service, manufacturing, innovation etc.
3. Behave Differently. Online shoe retailer Zappos has built its advantage on an iron clad return policy and customer service that goes above and beyond, breaking down the perceived barriers of selling and buying shoes online.
4. Look Different. Apple always looks like Apple. Diesel always looks like Diesel. Absolut Vodka always looks like Absolut. They’re in a category but they are distinctive in that category.
5. Be The Underdog In A Category Where Everyone Else Wants To Be Top Dog. Everyone loves an underdog. J.K. Rowling created an appealing underdog character in Harry Potter. And then there is Rocky, one of the greatest underdogs of all time. Brands can differentiate with an underdog strategy. What underdog brands share is a biography with two important narrative components: a disadvantaged position (one that typically highlights a company’s humble beginnings and portrays it as being “outgunned” by bigger, better resourced competitors) and a passion and determination to triumph against the odds. Nantucket Nectars started “with only a blender and a dream,” and Clif Bar proclaims that its founder once lived in a garage. Underdogs win the compassionate consumer. Look for the underdog story you can tell.
6. Be Truly And Unapologetically Shocking. Benetton’s “Unhate” campaign ruffled feathers on almost every front. But – and this is critical – the outrage you generate must link to a solution and that solution should be your front. Otherwise, you simply risk shouting into the wind.
7. Expand Your Appeal. “Discover” an untapped audience in your category and, by drawing them in, intensify the sense of community around your brand and the interaction that people have with the brand. Enterprise Rent-A-Car did just that by offering leasing at a time when competitors did not. By serving this unmet need with attention to customer experience, Enterprise became the world’s number 1 car rental company. Apple too saw what others did not. No one was asking for an iPhone, but an untapped audience emerged when new value in the form of a cell phone was introduced.
8. (Re)Invent A Category – And Own It. UFC became the fastest growing sports organization in the world by redefining the reach and the audience for mixed martial arts. Today, UFC produces more than 30 live events annually and is the largest pay-per-view event provider in the world. Swatch differentiated from other watch brands by focusing on self-expression when the rest of the watch industry was focused on precision.
9. Create A New Category. Airbnb, The Toyota Prius, the Nintendo Wii, and Red Bull are all brands that created new categories, outside the established norms of their product category. By stepping outside the bounds of their categories, these brands created a space that they can call their own.
10. Tell A Story That Defines You And Is Unique To You. The story may be about your founder as in the case with Virgin and Richard Branson, your heritage like Hickory Farms or the value you bring to the world like Coca-Cola’s Open Happiness. It may also be based in imagination – like the thought that Keebler elves make Keebler cookies. Or perhaps it’s a story based on your highly guarded secret – only two people in the world know Coca-Cola’s formula. Your story may also be about the source of your product, service or inspiration.
11. Forge New Ground In The Spirit Of Your Founder. Chanel continues to personify the philosophies, ideals and legend of Coco Chanel long after her death. Refounder strategies bring consumers and employees back to the successful origins of the brand, proving founder and brand are forever linked.
12. Leverage Your History To Define Tomorrow. National Geographic have redefined what it means to experience the world we never see by expanding their channels and offerings while still holding their history close. Pepperidge Farms leveraged their company history with a long lasting and widely popular ‘remembers’ campaign that differentiated them as champions of yesterday’s baking traditions.
13. Own An Eternal Idea. Red Bull expresses in every action its belief in, and addiction to, excitement. Ingredients, spirit, sponsorships and the human desire to do things that make the heart race are inextricably linked. Dove owns and serves the idea of real beauty. While lululemon finds its eternal idea in the mind state of yoga and has built a powerful athleisure brand on that concept.
14. Change The Possibilities. This is about more than just product innovation. It’s about the introduction of technologies that completely change how people can live. Boeing redefined travel forever with the 747. LinkedIn brought business people together so that they could network and share ideas. Dyson changed the possibilities by reinventing old technologies like the vacuum, hand dryer and fan.
15. Make Active Plans To Be Where Others Aren’t (Yet). This article looks at the fact that while Chinese consumers are now overwhelmed by Western brands and doing business in Greater China has become very expensive, other countries in Asia with booming economies like Indonesia, Malaysia and the Philippines remain largely overlooked.
16. Solve A Global Problem. “Big bang” solutions in areas like pharmaceuticals or biotechnology require huge investment and scary timeframes, but when they work, they deliver huge distinction, kudos and profits. A “Big Bang” solution can come from any brand — TOM’s seeks to solve the problem of children without shoes. TOM’s matches every pair of shoes purchased with a pair of new shoes for a child in need. One for One.
17. Build Groundswell. Do something startling to generate attention. Use attention to build a crowd. Use a crowd to gain credibility. Use credibility as the jumping off point for your next distinctive act. Red Bull, Virgin and Apple should come to mind.
18. Redefine How People Buy. With millions of products, 24/7 access, superior search and browse technology, user reviews and many other sources of in-depth product information, Amazon offers a superior purchase experience.
19. Bring Unprecedented Optimism To A Category. Nike redefined what people believed they should be capable of.
20. Connect The Previously Unconnected. LinkedIn brought business people together so that they could network and share ideas in a way that was effortless, credible and global. In doing that, they resolved a problem that no-one realized they had until they saw the potential for what they would now be able to do.
21. Rewrite The Experience. Southwest Airlines put the fun, the quirkiness and the savings back into the serious and process-packed world of travel. Starbucks differentiated not on coffee, but a ‘third place’ – a respite between home and work.
22. Make What You Sell Feel Even More Personal. This infographic hints at how much further retailers could take personalization.
23. Link Your Brand To Specific Occasions. Habits are powerful, but occasions may be even more so. They engage us so effectively because they combine time and focus. And because of that, they provide permission – it’s OK to behave this way or that. It’s OK to do something you wouldn’t do on any ordinary day. De Beers, Hallmark, Mercedes, Hershey, Cadbury, MACY’s and others have tapped into occasions or created occasions and have made themselves synonymous with the celebration of those occasions.
24. License To Brand. Brand licensing can bring valuable new meaning to a brand, further differentiating it from its competitors. Pillsbury licenses the Cinnabon brand to do just that for its cinnamon rolls. Colgate licenses Disney characters to increase its brand appeal.
25. Break Away From Conventional Wisdom. Breakaway brands bring new meanings to the party and make the most of the stretch, holding on to enough of the old to avoid category defection. Breakaway brands stretch the boundaries and live as outliers. These brands are the opposite of the well-behaved brands in the category and consequently provide radical differentiation from the status quo. Cirque du Soleil is one such brand. It falls into the “circus” category, but this brand has skillfully crafted a highly valued and differentiated positioning as everything a circus is not. There are no tents, tigers and elephants. No ringmasters. Instead it borrows attributes from other entertainment categories like, dance, music, opera and theater. It becomes something all together different–far outside the bounds of a conventional circus.
26. Change The Name. Sometimes your original brand name works against its appeal. Take the Chinese gooseberry. When the name was changed to kiwi fruit, the world suddenly had a new favorite fruit. New names are opportunities to create new brand associations.
27. Personify. The Green Giant character became the difference in a family of vegetables in many forms. Frank Perdue became the tough man behind the tender chicken. The Gecko became the much-loved spokesperson for GEICO.
28. Create A New Item. The cantaloupe people wanted to differentiate a special, big cantaloupe. But rather than call them just plain “big,” they introduced Crenshaw melons. Tyson wanted to sell miniature chickens, which doesn’t sound very appetizing. So it introduced Cornish game hens.
29. Reposition The Category. Pork was just pig for many years. Then the industry jumped on the chicken bandwagon and became “the other white meat.” That was a very good move when red meat became a perceptual problem.
30. Identify, Identify, Identify. Ordinary bananas became differentiated and higher valued bananas when a small Chiquita label was added to the fruit. Dole did the same for pineapple with the Dole label, as did the lettuce people by putting each head into a clear Foxy lettuce package. Of course, you then have to communicate why people should look for these labels.
31. Be The Expert Or Specialist. The specialist can focus on one product, one beneﬁt, and one message. This focus enables the marketer to put a sharp point on the message that quickly drives it into the mind. Domino’s can focus on home delivery. Pizza Hut has to talk about its different pizzas, home delivery, and sit-down service. The power of brands lies in focus, focus is the power of the expert and specialist.
32. Price With Pride. Starbucks prices its coffee higher to raise perceptions of the quality of its coffee. Singapore Airlines, the most profitable airline in the world, does the same thing and always sells at a premium. In each case, the price is a signal of supremacy – differentiation via perceived quality.
33. Use Ingredient Brands. An ingredient brand is a well-known brand with well-known qualities that is included as a component or feature of another brand or product to enhance perceptions and the marketability of that brand or product. The ingredient brand calls out unique features or performance and is often used to increase the acceptance of a product or brand that is using a new technology identified by the ingredient brand. The North Face uses Gore-Tex technology to differentiate. In the PC space the Intel brand adds to the product’s perceived performance. Each brings noticeable differences in their own right. Other examples include Bluetooth, Cinnabon, Dolby, Hemi, Splenda and Stainmaster.
34. Highly Target A Market. Who you focus on can create a unique point of difference. Consider FOX News, an American news outlet designed to serve the Republican Party and its supporters. This laser focus has made it synonymous with conservative views and policies, creating by far the strongest commercial brand associated with those views. Wegmans Supermarkets believes that happy customers are generated by happy employees. They have built their powerful brand on the mantra that their employee’s are number one.
35. Change The Reach. How your product or service reaches a customer can set you apart. Redbox specializes in the rental of DVD’s and video games. Through an easy to use kiosk it differentiates from its competitor Netflix and helped seal the fate of Blockbuster. Amazon has a futuristic plan to deliver some orders via drone.
36. Give Unprecedented Access. The reason people flew Concorde was the opportunities that could come from who you would sit next to. You weren’t paying for a faster flight, you were paying for the company. Country clubs in Asia are the same. It’s not about the game of golf; it’s about the networking. For Citibank’s Citi Private Pass card holders the unique value is in the preferred access at entertainment events.
37. Share Values. When a brand is built on shared values it can differentiate on those values and enjoy perhaps the strongest bond in the marketing world. Think of any brand that really matters and you’ll discover the type of people buying the stuff are the same type of people who design, make and sell the stuff. This is the power of brand values and brand identity alignment. Apparel brands like Patagonia, L.L. Bean, and The North Face understand the importance of shared values. The bond that binds is a deep inter-personal connection between the users and the makers.
38. Stand For Something Your Customers Want To Stand For. In the same manner as the enthusiast apparel brands mentioned in #37, Kashi cereal customers see themselves, their values, and their identities in complete harmony with the Kashi brand. They’re one and the same. Likewise, the Kashi people care about the same stuff as their consumer– greater health and well-being for themselves and the planet. For Kashi, making food that enhances life is sacred business. For Kashi customers, living well is sacred business. More people are waking up to caring more about others and our planet, and buying Kashi products too. Your brand can differentiate as being the do-good brand in your space.
39. Give Them Something To Unwrap. Package design offers one of the biggest opportunities for brand differentiation. Color, shape, size, functionality, texture and materials can influence purchase decisions. There’s no mistaking a Tiffany & Co. box and its distinctive blue. Innovative packaging proves another signature differentiator for Apple as well as Tropicana which learned the value of this difference when it attempted to redesign its packaging.
40. Engage The Senses. Every marketer should explore the senses when ideating brand differentiation strategies. Each of the five senses offer a channel to connect with your target customer and flex a point of difference. The more each of these are engaged at any one time during customer contact the more your brand and what it stands for will be remembered. Scent branding in the hotel world is one example. Sofitel, Le Meridién, The Ritz-Carlton, Westin, Sheraton and Marriott are some of the hotel brands employing a signature scent strategy to further move away from their competitors.
41. Put A Famous Face To Your Brand. The age-old strategy of pairing products and services with a well known celebrity continues to be a viable option for brand differentiation. However, the rules have changed. There must be an authentic alignment between the brand and the celebrity. Case in point: Tiger Woods and Nike Golf: Yes. Tiger Woods and Buick: No. The association between brand and celebrity must be clear and obvious.
42. Redefine Usage. How your product is used can serve as a key differentiator. Arm & Hammer Baking Soda became much more when customers discovered it also made for a powerful air freshener. This helped Arm & Hammer not only extend into new categories but also create a multi-use brand that is more meaningful to its target customers.
43. Introduce Simplicity And Purity Into People’s Cluttered Lives. Stand for good things. Market highly valued values. With deep customer insight you will know what your target customers value most. That insight can help create highly valued brands. Honest Tea was born from the insight that simple and pure refreshment was missing from the market. The Method brand came to life through a quest to create household cleaning products that were not harmful. The Honest company challenged unhealthy compromises made in the manufacture of products.
44. Tap Into The Power Of Emotions. Linking your brand with customer emotions can prove an effective differentiator. It was humor that helped GEICO pull away in the me-too world of insurance brands. While their competition focused on fear, GEICO used witty and funny campaigns to differentiate itself and gain an advantage. Brands like Hallmark found brand differentiation based on human emotions could lead to a 92% mind share.
45. Control The Accessibility. Brands can differentiate on when they make their products and services available and who they make that accessibility for. Elite luxury brands will limit how many of its signature products are manufactured. The most influential customers will have access to those products first. This all builds into the frenzy that drives desire and purchase of the brand. It also helps command a premium price. Brands like Coca-Cola use accessibility on the other end of the spectrum. They desire to be the most accessible brand and have distribution channels into the deepest regions of the world.
46. Focus On Design And Aesthetics. Consider Hermès scarves, Vilebrequin men’s swimwear, Robert Graham shirts and Alexander McQueen fashion wear. Or how about the Michael Graves Design’s collection at Target? This helps college and university brands too. Beautiful campuses tend to attract students. For municipality brands, “attractive neighborhoods” rates as one of the top things people consider when deciding where to live. Camden, ME, Niagara-on-the-Lake (ON, Canada), Quebec City (QC, Canada) and Bruges, Belgium are very popular as tourist destinations, in large part due to their superior aesthetics. Never underestimate the power of superior aesthetics to differentiate.
47. Convey A Higher Status. If you knew I went to Philips Academy, Andover, Harvard and Stanford, lived in Atherton, CA, summered in Nantucket, drove a Mercedes-Benz model S-class, and sailed a Nautor’s Swan53, would these brands effectively communicate my social status?
48. Create A Unique Product Purchase Experience. How different is purchasing a teddy bear with a child in a Build-A-Bear Workshop versus buying one off the shelf in a typical toy or department store? Very different. And very differentiating.
49. Create An Unusual Theme Or Context. Consider the following unusual restaurant brands – Opaque (dining in the dark), Ice Restaurant (in Dubai), Underwater restaurant in Maldives, Magic Restroom (toilet-themed) Café in CA or Dinner in the Sky (suspended 50 meters above the ground). For more creative restaurant themes, see here.
50. Treat People Differently Than Your Competitors Do. We love Ritz-Carlton’s “Ladies and gentlemen serving ladies and gentlemen” mantra. This alludes to a level of gentility, civility and respect not often experienced in product purchase or usage experiences. If an opportunity to serve your customer better does not exist — create one.
51. Create A Brand Ritual. Associating a brand with a set behavior can have a powerful effect on loyalty and enjoyment. Consider some classic examples of rituals that we all recognize: Separating your Oreo and dunking it in milk; Breaking a KitKat into halves and eating it on a break; Popping the cap of the Pringles tube; and The Stella Artois’ 9-step pouring ritual. Rituals provide a way of interacting with the brand that is fun, known and widely practiced. That in turn gives them greater value.
52. Use Nostalgia. Nostalgia can be a powerful ally in building brands. As Dr. Bob Deutsch observed here on Branding Strategy Insider, “As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call ‘a longing for positive memories from the past.’ In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present circumstance of receding predictability and opportunity.”
53. Harness Consumer Creativity. Invite your customers to create the way forward. First Lego League is a robotics competition that isn’t run by the brand. Up to 70,000 kids around the world compete against each other to build Lego robots that solve problems. Lego Ideas is essentially a branded version of Kickstarter, in which aspiring Lego designers must get 10,000 supporters for their project to be considered. And support isn’t a simple “like” it’s a survey!
54. Differentiate With Attitude. Don’t build a product, then try to market it. Instead, build a customer attitude, then build a product to match that attitude.
55. Customize. NIKEiD enables customers to customize their sneakers extensively. Shoppers can add logos on the midsole and the lateral tip of the shoe, customize the “swoosh” from twelve different colors along with the base, heel, and even laces of the sneakers.
56. Be The Intermediary. Be the bridge to consumer wants and needs. Shopstyle, Expedia and Facebook have built their businesses as access points to value and have emerged as gatekeepers to that value.
57. Be The Minimalist. Dollar Shave Club is the brand for ‘shave tech you don’t need.’ Giving consumers a breakthrough alternative that delivers only what matters most at a fraction of the price.
58. Be The Instigator. Pick fights with everything in your category that is standing in the way of customer satisfaction. Loudly challenge yourselves and your rivals to defeat category enemies that force customer compromises.
59. Be The Leader In Surprise And Delight. Unpredictable and surprising events are more likely to be remembered than expected moments. And each time you remind your customers of your brand, product or service, new memories are created. With your brand, always consider how you can remind your customers of the benefits you provide and reinforce your positive attributes. The ending of a brand experience dominates a person’s memory of events, be sure to surprise and delight.
60. Be The Most Transparent. Educating the consumer on your strength and transparency is critical today and admitting weakness can also be a strength. It works because admitting weakness is a tangible demonstration of honesty and, therefore, makes other claims more believable.
61. Be Hostile. Hostile brands are “brands that play hard to get.” The antithesis of “feel good brands,” hostile brands defiantly demand a decision – love me or leave me. It sounds risky, yet the number of successful brands that practice at least elements of hostile marketing is astonishing. Consider Harley Davidson and its not for everyone noisome bikes and in-your-face attitudes. Red Bull is unapologetic about its bad boy ingredients and underground marketing emphasizing extreme sports. Domino’s Pizza announced via an ad campaign it will say “No!” to customers who want to add or remove toppings from items in it artisan pizza line. Hostile brands erect barriers to consumption, barriers that could in many ways be considered tests of a customer’s affiliation.
To be different is to be not the same. To be unique is to be one of a kind.
Be different and be unique with a meaningful difference for those most important to your future.
By Derrick Daye with Mark Di Somma
The Blake Project Can Help You Differentiate Your Brand: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education