In a World of Brand Parity, it Pays to be Distinct

Every detergent cleans tough stains while being gentle on the hands. Every hamburger has the best 100% pure beef patty you’ve ever tasted. Every soda pop is part of your good times. You get the picture. In any product category, everyone is a winner with the same benefits. How do you make your brand stand out in this crowded marketplace?

What is the competition doing?

Okay, so both you and your competitor do the same thing for the customer. This doesn’t mean you have to say it similarly. Ergo, it’s not what you say; it’s how you say it. Your brand promise doesn’t need to be different, it needs to be distinct. Consumers have been known to select brands that don’t necessarily have more benefits than the rest, but present them in a unique way.

Keep them engaged with content

Content is important to brand marketing like a bullet is to a gun– people may notice you have one, but you gain their full attention when you fire it. You’ve got to grab them with unique and impactful concepts in your website, blog posts, message boards, etc.

Find what they’re looking for

Chances are that if you know what your target audience wants, you’ll know exactly how to push their buttons. Say it in their language and keep it simple. Consumers are like children who change their mind at the drop of a hat. When you know what and how to say it, they’ll be eating out of your hand.