How To Build Differentiation with Communication

The Relationship Between Differentiation and Communication

Do your communications set your brand apart? In order to be seen as unique in your category, it is essential to communicate to people how special your brand is. Tailoring messaging and building a distinct character are important for building Differentiation. The more you show people how you’re different, the more they’ll go to choose your brand – and the more they’ll be willing to pay for it.  

To increase how different people feel your brand truly is, think through the below items.

1. How special is your brand’s personality? People should be able to remember who your brand is from the word go. They need to understand your brand’s character in order to distinguish it from competitors. The brand should speak differently in its tone of voice, have a distinct set of values, and behave in its own way. This should be expressed through all media channels.  

2. How distinct is its design? The way the brand looks should separate it from the category. You can ensure that your brand is standing out from the crowd by using different visual cues, contravening category norms, and use of color.  

3. Build hype using scarcity. How can you create a feeling of exclusivity around your brand? Consider doing limited releases, “drops” a new product and releasing the brand through a prestigious partner. Show people that they have limited time, or opportunity, to get their hands on the brand, and the buzz around the brand will skyrocket. The communication of this alone will drive Aspiration massively.

4. How unique is your messaging? Many brands have the same benefits and product features within a category. Your brand needs to be either heroing one that is distinct from the rest, or communicating a similar one in a hugely different way. Think about the benefits you’re bringing to life – is there another way to articulate them, to make them stand out? New eyes always help – if you have a creative agency, pull them in and set them on the challenge.

What should you do next?

• Make sure you’re crystal clear on your brand’s personality and how it works to set your brand apart across touchpoints. 
• Ensure your brand is visually challenging the category, by using different cues: from colors and design, to photography and fonts. Make sure you catch the eye.
• Talk about different benefits to the rest of your category, even if they’re from the same features. What do you provide – even emotionally – that they don’t?   
• When talking about the same benefits, think about how to phrase them differently, or find a new way in.

How to determine if it’s working.

• Watch your Differentiation score lift. As you convince people of how your brand is distinct, they will often also begin to think that your brand is better Value for Money, so there may be an increase in your scores there, too.    
• People follow and like brands that they feel are different. As people use brands as an expression of their own values, many people are attracted to those that stand apart, or transgress. It’s likely that you’ll see a greater reaction across your social channels, as a result! 
  
  
  Guidance from:
  Searsha Sadek | Head of Brand Partners, ProQuo AI
  
  Searsha has always grown brands in advertising agencies: from haircare and frozen food to spirits and streaming services. She focussed on how communicating explicitly and implicitly is key.