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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

He’s Not Like the Other Kids:

The Power of Differentiation

CLICK SCREEN TO BEGIN. ŠThe Russo Group, 2011. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

TABLE OF CONTENTS Introduction....................................................................................................................................3 What Do THEY Think?...................................................................................................................4 How Do Customers See Me?........................................................................................................5 Am I different?...............................................................................................................................6 Give Them A Reason.....................................................................................................................7 Express Your Individuality............................................................................................................8 Conclusion......................................................................................................................................9

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

Introduction Lets be honest here, when you are standing in front of the 100s of different shampoos on the shampoo isle at the store trying to determine which to purchase, what are you really thinking about? Did you spend time at home researching shampoos to find the best choice for you? What do you actually base your decision on? When most of us are faced with deciding between seemingly homogeneous products, we base our purchase decisions on differentiation created through branding. We donâ&#x20AC;&#x2122;t have the time or energy to become truly informed purchasers on products as cheap and indistinguishable as shampoo. We have no idea what the chemical differences between the products are. All we really have are brands.

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

What do THEY Think? The scary truth is; uninformed consumer purchasing is not limited to shampoo. You may understand the differences between your products and your competitorâ&#x20AC;&#x2122;s products, but what do the consumers think? Are you relying on the consumer to do outside research to better differentiate you from your competitors? How are they supposed to know?

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

How Do Customers See Me? In order to determine how different you are from your competitors, you have to jump into the minds of your consumers. Try to put yourself in their shoes and see what they see. What information is available to them? How hard is that information to find? Ask for feedback from potential customers. Ask for feedback from past customers. Find out why they did or did not choose you. What stood out? What made you different?

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

Am I Different? There is a classic cartoon that shows two gas stations on opposing sides of a street in a small town. Both offer the same products at the same price. Both are full service and both are similar looking. There is almost nothing to distinguish between the two gas stations. In the cartoon, the two gas station owners begin a price war, every time the price is lowered, the consumers flock to the cheaper station. This continues until the competing stations are virtually giving their gas away for free. Yes this is just a satirical cartoon and you are probably not a gas station owner, but you may be surprised to know how little difference the consumer perceives between you and your competitors. If you are in a market that sells similar products at similar prices and offer similar service, what reason does the consumer have to be loyal? Why wouldnâ&#x20AC;&#x2122;t they jump from company to company every time a cheaper price is offered? What makes your business special?

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

Give Them A Reason For similar products, differentiation is often determined through branding. Remember, a brand is defined as the consumerâ&#x20AC;&#x2122;s emotional response to a company, product, or service. As the consumer determines brand, it is essential for a business to understand what the consumers think about them, and how to communicate with the consumer in order to change the conversation.

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

Express Your Individuality The consumer is looking for a reason to purchase one product over another. Itâ&#x20AC;&#x2122;s time for you to give them one. Share with your audience what makes you special. Give them something to belong to. Donâ&#x20AC;&#x2122;t hide the things that make your business different, embrace them. Give your business a personality, give them something the consumers can understand and identify. Give your product a brand.

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

Conclusion These days, markets are so oversaturated that there is often little to distinguish between different products and services. For that reason, finding ways to differentiate yourself from the competition is of the utmost importance. Put yourself in your consumersâ&#x20AC;&#x2122; shoes. Try to see what they see. Is there anything to distinguish you? Is there anything that makes you special? If not, its time to figure out what makes your business different. Its time to make a promise to your consumers that you know you can consistently deliver. Its time to give them something to belong to; a reason to keep coming back. If your business it too much like the other kids, its time to change the conversation.

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Branding that Changes the Conversation.

ebook Ser ies: Volume 68 The power of Differentiation

RUSSO IS A STRATEGIC BRANDING AGENCY â&#x20AC;&#x201C; AND AS A BRANDING AGENCY, WE ARE BELIEVERS. Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their consumers. For more information on branding, social media or to learn more about The Russo Group, drop us a line, we would love to hear from you.

116 E. Congress St., Downtown Lafayette, LA 70501 | 337.769.1530 | F 337.769.1531 www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com

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