Strategic Approach to Distinct Brand Positioning in Competitively Crowded Market Spaces
In today's saturated market, many brands fail to stand out. They might have a name, a logo, and a tagline, but their unique identity is often missing. This leads to blending in with the competition, which is the fastest route to becoming forgettable. Adam Taylor, the CEO of Splendor, a creative agency with over 25 years of experience in B2B industries, discusses why differentiation is crucial and how most companies get it wrong.
Many companies think they are differentating when they tout themselves as slightly better, cheaper, or more efficient than their competitors. However, this is barely differentiation as there's no substance to it. Taylor explains that real differentiation is when a brand stands for something so distinctly that no competitor can claim it without sounding dishonest.
He further elaborates on three common reasons why most brands fail at differentiation:
- Chasing Trends: Brands that tend to follow every new buzzword in the industry might seem trendy, but they lack consistency. Their messaging is not stable, and their identity is not clear.
- Trying to Be Everything to Everyone: By trying to appeal to everyone, brands end up being generic, bland, and unmemorable. Strong brands, on the other hand, commit to a clear identity and double down on it.
- Selling Just the Features: Brands that focus solely on their product features fail to create an emotional connection with their audience. The best brands sell a belief system.
Taylor provides examples of how real differentiation looks like:
- Defining What No One Else Can Claim: Brands that excel in differentiation do not compete on features or price, but on a unique point of view.
- Creating a Distinct Language: Strong brands have a specific and ownable language that extends beyond their tagline. This language is unique and influences every touchpoint with the brand.
- Delivering Unforgettable Experiences: Brands that aim to be impossible to ignore create a strong brand experience that goes beyond typical service levels and makes customers take notice.
Taylor emphasizes the importance of building a brand that means something. He encourages companies to take the courageous step of being bold and different. Implementing strategies such as niching down, developing a unique selling proposition, continuously innovating, and enhancing customer service can help brands differentiate themselves successfully. In the end, the best brands in the world stand out not for their features or benefits, but for their belief systems.
Adam Taylor, the CEO of Splendor, strongly believes that many companies mistakenly think they're differentiating themselves when they focus on being slightly better, cheaper, or more efficient than competitors. In reality, true differentiation occurs when a brand stands for something so distinctly that no competitor can claim it without appearing dishonest, according to Adam. This approach requires a clear commitment to a unique identity, as brands that try to appeal to everyone end up being generic and forgettable.
