How do we create a brand that stands above the rest when competitors do the same thing as we do? What can we do to differentiate? This is an eternal riddle for organizations dealing with product equivalence. In this situation, branding usually involves expensive awareness campaigns in pursuit of sales goals, market share and net promoter scores. These companies are often dragged into a price war or constantly discounting where the only ones left standing have the deepest pockets.
Successful branding in these competitive circumstances must go beyond making and selling products and services. Consumers want more than what you do – they want to know why you do what you do, and they want to know why they should care. To differentiate themselves, it’s all about distinction – owning a market position that’s based on a higher purpose that connects with people emotionally.
