Differentiate To Make A Difference!

After the merry cheer and party hats of year-end celebrations have settled down and sobriety sets in, do you wonder what's in store for your brand this year?

Reflecting over the last year, most of us make personal resolutions that will make this year different from the last. As you reflect on your personal life, what about your hopes and aspirations for your brand? What difference do you desire to see in your brand? Rather, a more important question would be - what difference do you desire your brand to make in consumers' lives?

We all know the drill by now that brand differentiation is the first crucial step to success. But does that mean we differentiate our brand just for differentiation's sake without taking our target consumers' needs into consideration? Not at all! It is even more pertinent for brand owners to differentiate their brands in relation and relevance to their target consumers.

There are brands that aimlessly heed the call to be different with brand strategies that are so out of this world that all the excitement leaves consumers marvelling at the hype surrounding the difference. Then consumers walk away well entertained but not a step closer towards the brand in any way. They missed the point. The brand's point of difference failed to make a difference in their lives.

If you're going to invest in brand differentiation, why not differentiate your brand to make a difference to your consumers?

With rising petrol prices, the lebih kilometer dengan Shell promotion is a relevant point of difference. As the world grows smaller with budget air travel gaining popularity, AirAsia's brand promise that now everyone can fly is a relevant point of difference. In today's MTV generation of

 

youths, DiGi's MTV Powerpack with unlimited SMS, downloads, freebies and privileges is a relevant point of difference. When the world is infused with stereotypical images of beauty, Dove's Campaign for Real Beauty is a relevant point of difference.

Why, you may wonder, is it important to differentiate? While it is true that variety is the spice of life, yet too much variety can also confuse consumers in the maze of supermarket aisles.

Imagine that you've never bought baby milk formula before. Strolling down the supermarket aisle, you're lost among the variety of brands that offer a string of benefits that help boost your baby's growth, development, immunity and a whole lot more. You want to make the best choice for your child but they all look the same and the feeling of hopeless confusion starts overwhelming you. Out of frustration, you peek over to see which brand the next person picked and you just grab the same. As a new consumer, you didn't buy it because of the brand. Hence, the brand failed to capture the mind share of new consumers.

A brand may be a wanted brand right now but brand differentiation is a continuous effort to gain new markets because familiarity can retain consumers only momentarily. As consumer behaviour and trends change and competitors catch up on Unique Selling Propositions, a brand's differentiating point may be yesterday's news if a brand owner doesn't keep an eye open to monitor these changes.

The new year call for brand differentiation is loud and clear, especially in relevance to consumers' needs. If you reckon that your brand needs to make a difference this year, do remember to differentiate your brand for your target consumers. Why? Because a differentiated brand that makes a difference in consumers' lives is a wanted brand.

For brand differentiation that makes a difference, talk2us@peopalove.com or call
+604-2288 696.

 
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