Ah, differentiation. Such a simple word, and yet such a complicated concept for marketers. How do you differentiate your brand from competitors? How do you stand out from the clutter of brands that only increase by the day? Every body claims they are the better product, so who’s telling the truth?
You try to differentiate by offering more line extensions, and try to claim the positioning of ‘the most comprehensive brand’, but others can easily do that too. You also run the risk of offering too many choices, turning consumers off. Claiming you are a better company that hires better people that produces better products is overused.
Differentiation is difficult, but yet we need to trudge on. We need to tell the world that our brand is the best for their needs. The first part of projecting our identity to our consumers are easy. Tell them our company name, and category we play in. E.g. L’Oreal, beauty. Then comes the complex part.
The next part is to tell the consumers why what you are selling matters to them, and how to make it irresistible to them. Krispy Kreeme and that irresistible sweet doughnut. Irresistible, but now no longer, as doughnut shops are popping up like mushrooms everywhere. Irresistible, but sustainable differentiation. Like Coca Cola. Hey, no one said marketing is easy.