Brands need to be better and different or they may not be around for long
Are you truly differentiated or just a little bit same same as everyone else? It’s time to explore whether you are in the winning zone, to make your brand building experience just a little easier.
BRANDING BEFORE BREAKFAST EP 77 Brands need to be better and different or they may not be around for long
Hi everyone. Brands need to be better and they need to be different, or they may not be around for very long. Differentiate or die. That’s what we like to say. It sounds harsh, I know, but you need to be really discerning when it comes to differentiation. How different is your brand, really? Have you really found that white space? Or are you just a little bit same same as everyone else?
Take a look at this chart called The Winning Zone. It’s from a book called Beloved Brands by Graeme Robinson. And it’s a really great tool to help you ensure that you’re thinking clearly about differentiation. So, start with looking at the loosing zone. If you’re playing in this space, it means you’re going head-to-head with a competitor that can actually deliver to a consumer need better than you can. So you definitely don’t want to be in this space.
Then you’ve got the risky zone. So this is where you’re tying with a competitor but you can win in this space if you’re either first to market or your more innovative, or you’re more creative, or you’re building a strong emotional connection with your audience. It just takes a lot more work and a lot more investment to get there.
Then you’ve got the dumb zone. This is where you’re waging a competitive battle in a space that consumers just don’t care about.
And then finally, you’ve got the winning zone. This is where you want to be. This is where you’re offering something your consumers really want. And it’s something that you can do really well and it’s differentiated from your competitors. It’s time to make your life a little bit easier.
So, my question to you today is, are you playing in the winning zone?
That’s it for me. It’s time for brekkie.
Written by: Emma Scott
Published: June 30, 2021