BRAND BITE : WITH A WHISPER

We analyze competitive landscapes across a variety of markets as a function of our brand process. But it never ceases to amaze me how many of these markets are overflowing with similar products that share the same claims and succeed only in creating parity.

Why, when businesses have so many options to be distinct, do they choose sameness?

The problem with ‘sameness’ is that when all things are equal (features, benefits, image, message, first impression, etc.) the companies are often forced to compete on price, which over time is a losing proposition for most businesses. Given no compelling reason to choose one product over another, consumers are forced to compare what you give them, perpetuating a low-cost provider cycle.

But herein lies the opportunity. If two products have the same features, the one that appeals to an emotional need will be chosen time and time again. By making strategic changes to your brand you can win the hearts and minds of customers with a mere whisper. At the same time making your competitors less appealing and relevant.

The following are a few brand bites to help break out of market sameness or avoid it completely. They are intended to spark ideas and open up the brand’s possibilities:

• Have coffee with your customers. To find real brand substance you need to do more than read customer testimonials and distribute surveys. Try monitoring your company’s Facebook page and industry blogs, listen in on customer service calls, and encourage and respond to customer feedback. Begin to open up your brand to your customer by encouraging rich dialogue among a trusted few, ask hard questions about your products and your business, and talk about your competition. Approach this as a shared problem-solving activity with the simple goal of surprising and delighting your most valued customers.

• Articulate a Point of View. Most people are in business because they believe that what they do or sell is better than the competition. Hold on to that opinion: it may be the only thing that will make your brand distinct and meaningful. Customers are looking for more substance behind the marketing façade; if you have an opinion, share it and build your brand on it. Better yet, frame your point of view in a way that makes your competition irrelevant, as David Aaker suggests.

• Develop a Customer Lens. Review the market from the eyes of your customer. Skim the landscape, taking note of your first impressions. Examine the brand fundamentals: value proposition, key messages, product features, and benefits. Evaluate the softer side of branding: the image, net impression, color palette, vernacular, personality, behaviors, and actions. Identify the opportunities for distinction and avoid areas that are over-saturated. Small, yet impactful adjustments can be made that can begin to help you break away from the market. For example, hone your value proposition into one simple take-away message or reflect your POV in a unique voice, style, or personality. The goal is to find distinction that is easily remembered, is relevant to your customers, and reinforces your footprint in the market.

• Think Differently. How you position your product in the market determines who your competitors will be and how relevant the product is to your customer. It is possible to make changes (substantial, transformational, or incremental) that position your product in a whole new light. And when you redefine the market, you in turn define your competition. These are powerful brand choices that are available to most businesses, which can become game changers. A few examples of market changing products: The Swiffer, Zipcars, pocket solar panels, Sonic Skin Care, Zappos, a grocer that delivers recipes and ingredients for planned meals. The list goes on and the results are exciting opportunities.

The ultimate goal is to get your product noticed with brand relevance and substance, thereby creating meaning and purpose among your most valued customers before they leave your site, turn the page, or walk past your product.