When brands approach our agency, our design and strategy teams begin assessing by exploring what makes the brand potentially outstanding. When designed and marketed in a consistent and brand-aligning way, this stand-out aspect -- the differentiator -- will attract an audience, garner attention, and lead to conversion opportunities.

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What Is A Differentiator Made Of?

• Relevancy: One of the most basic yet critical aspects of differentiation. Is your brand offering a meaningful and valuable solution to customers? If so, are you evoking emotion and connection that will support growth?

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• Authenticity: Knowing your brand inside and out is essential to delivering an honest and trustworthy voice and perspective to connect with your audience.

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• Proof: Through research, data, and analysis, your brand or strategy team must have a thorough understanding of the competitive landscape to make a convincing case that your product, service, or perspective is superior to its intended purpose.

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Brand differentiation may not appear to be connected to the bottom line of a company's balance sheet. However, developing a brand that stands out from the crowd is crucial. When these qualities are well-represented, customers will take note. So much so that they are willing to pay up to 16% more for a product or service that leverages its differentiation to offer a better customer experience.

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Designed With Purpose

When embarking on a new branding project, clients often tell us what they think their differentiator is, but they have yet to identify their true differentiation point. Brand differentiation isn't something that is found; it's something that is created. This process begins with discovering what makes a brand relevant and highlighting and focusing on the supporting aspects and emotions that will solidify those points.

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In a differentiation strategy, certain qualities should emerge as the sole options for customers' wants and needs. Here are five aspects that must be present to ensure your brand's differentiator shines through to the marketplace.

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Create An Experience

• Today, many consumers want to be brand advocates, which can only be accomplished by creating an immersive experience. Positive interactions, interactive campaigns, and consistent branding can make you memorable and highly relevant to consumers and the overall market. Your company can accomplish this through design, data collection, and personalization to deliver more impactful touchpoints.​

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Stay Fresh 

• Advanced technology, features, or a different look and feel can be powerful differentiators. Newness — whether a new brand entirely or a single product launch within a more prominent brand — can keep customers curious and generate buzz. Identify something that may not have been done before, and customers will notice.

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Offer A Solution

• Many consumers purchase a product or service to solve a problem. To be truly successful, you must identify a problem consumers have that is simple but tough to solve on their own, inspiring and empowering the market. Then, enter your expertise and skills. Problem-solving also builds consumer trust and loyalty, creating a better chance for long-term advocacy.

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Be A Know-It-All

• Credibility is essential when a brand is fighting to become a leader in the market. Focusing on expertise, knowledge, and customer experience can draw consumers to your brand and position your company as the best-in-class option. Testimonials, explainer videos, high-quality content, and informational packaging are ideal delivery methods to express this leadership perspective. After all, knowledge is power.

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Show Your Status

• Becoming an iconic brand takes time and consistency, but that doesn't mean your company can't start acting like one out of the gate. Consistency, perseverance, and connection with your target market's culture are essential to becoming the "go-to," undisputed brand for the job.

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A Top-Down Approach

It's important to note that the whole organization should implement differentiation. A recent article from Harvard Business Review mentions, "The most effective companies don't rely on distinctive products, services or brand for differentiation; instead, they focus on creating an enterprise so distinctive that it can create many products, services, and brands, each more compelling than the next."

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It can be argued that a brand can succeed only through an intelligent differentiation strategy. Depending on your company's capabilities, offerings, and competitive landscape, there are many pathways to differentiation. Going far beyond visuals, a common quality that successful differentiation strategies share is a deep understanding of what the customer needs -- and that's what makes them go the distance.