Is there any difference between brand differentiation and brand distinctiveness? Is one more important than the other? Brands should seek both to succeed.
We’ll clarify the difference between the two strategies and explain how, when combined, both approaches can add incredible value to your branding efforts.
Brand differentiation
Brand differentiation is the cornerstone of any brand strategy, achieved by owning a unique and relevant place in the hearts and minds of customers. Imagine a customer’s mind divided into pigeonholes. If you want to own that mental file labelled ‘mp3 player’ (Apple) or ‘electric cars’ (Tesla), strong differentiation will help you connect with customers more effectively.
So, how can your brand differentiate itself? What makes your brand the “only” in its category? A powerful exercise for answering this question is to complete an onlyness statement (courtesy of Marty Neumeier’s book ZAG).
The BENEFIT TO CUSTOMER is your radical differentiation, the one thing that you do (or how you do it) that no one else in your market can claim. If you’re struggling, it’s time to research your competitors. List what they claim, and then position yourself away from them.
Here are some examples of onlyness statements:
HARLEY DAVIDSON is the only MOTORCYCLE MANUFACTURER that MAKES BIG, LOUD MOTORCYCLES
CIRQUE DU SOLEIL is the only CIRCUS that RADIATES WEST END SOPHISTICATION
There is a lot more to differentiating your brand than just this exercise, but it will certainly get you thinking about what truly differentiates your brand in a sea of sameness.
Brand distinctiveness
Distinctiveness is a brand’s ability to stand out so customers can quickly notice, recognise, and recall it over others. Distinctive brand assets can be trademarked, whereas points of differentiation cannot.
Distinctive brand assets can include a strikingly simple logo you never forget (Nike Swoosh), luxurious packaging you can’t bear to throw away (Tiffany), an awe-inspiring experience when you visit a store (Apple), an annoyingly catchy jingle you hum all day long (Shake n’ Vac), or a Christmas TV advert that you can’t wait to share with your friends (John Lewis).
Brand distinctiveness is achieved by identifying and then creating a unique set of memorable brand assets. The repetitiveness and recognisability of brand assets help reduce consumer cognitive burden and set you apart from competitors.
The power of two
When brand differentiation and distinctiveness are combined, a brand can command greater mindshare, which in turn improves market share. Brand differentiation is the first, most critical step, and the hardest to achieve. Once defined, organisations should identify the right brand assets and craft a story around who they are, ensuring it resonates and lingers with customers.
For example, the Amazon logo has a smile that goes from A to Z. This asset, used throughout their campaigns, is not only distinctive but also helps articulate their differentiation: providing greater value to customers through a combination of extraordinary customer service and a comprehensive selection of products.
Another great example is Direct Line’s greater emphasis on quality of service and brand reputation over price. This is reflected in the ‘Winston Wolf’ campaign, which uses Harvey Keitel’s character from the film Pulp Fiction to position Direct Line as an insurance company that doesn’t appear on price-comparison websites but can fix problems quickly and effectively.
For those where true differentiation is unrealistic, distinctiveness offers a reasonable alternative, but aspire for both!
Need help?
If you’re struggling to uncover what makes your brand different and distinctive, try one of our online workshops. If you’re interested in learning more, email us at hello@firebrand.co.uk.
Related article: Creating new value is the only way to be meaningfully different
