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Be Distinctive, Not Different

We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.

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Be Distinctive, Not Different

  1. BeDistinctive,Not Different
  2. Brandsunlockvaluable creativitywhenthey haveasystem.
  3. Weusedhardscienceto seehowthissystemcan besuccessful. Check out our blog post here.
  4. We’llbebreakingdownthe differencebetween differentiationand distinctiveness.
  5. Whichofthetwounlocks thepotentialfortrue brandinnovation?
  6. Let’sbegin.
  7. DIFFERENTIATION VS. DISTINCTIVENESS
  8. a brand’s ability to stand out so that buyers can easily identify it (a brand looking like itself) DIFFERENTIATION DISTINCTIVENESS Whatisbranddifferentiationandbranddistinctiveness? there is a different perceived meaning behind every brand (the “reason to buy” for the consumer)
  9. DISTINCTIVENESS MarketX DIFFERENTIATION MarketX
  10. Shouldbrandsaimtobedifferentordistinctive?
  11. Foryears,marketershave beentoldtodifferentiate themselves,lesttheirbrand faceeternaldoom.
  12. However,researchhasshown thatbrandperceptionscores actuallytendtobequitesimilar.
  13. “Consumerssimplydon’tperceive brandswithinacategoryasbeing particularlydifferent.” — Byron Sharp, How Brands Grow
  14. Sowhatdoesthat meanforbrands?
  15. Brands shouldn’t pour money into appearing different, or creating a category apart from their competitors, as customers don’t need to see differentiation to buy into a brand.
  16. BE DISTINCTIVE
  17. Distinctivenessisfarmorecritical forbrands,astheyneedcustomersto quicklynotice,recognize,andrecall theirbrandoverothers.
  18. Howcanabrandbedistinctive?
  19. Distinctiveelementsshow customerswhatbrand somethingis.
  20. DistinctiveBrandElements COLORS TAGLINES CELEBRITIES LOGOS SYMBOLS ADVERTISING STYLES
  21. Theseelementsarecritical,as theyplaytotheneuroscience thathelpsconstructand reinforcememories.
  22. UNIQUENESS AND PREVALENCE
  23. the majority of customers link your brand to your brand element UNIQUENESS PREVALENCE Inestablishingbrandelements,brandsshouldaimfor: customers don’t associate a brand’s assets with those of a competitor
  24. Moreon uniqueness If a brand element is unique to your brand, every time a customer sees it, they can strengthen the memory structure linking that element to your brand, increasing likelihood of buying in the future. Uniqueness simply makes your brand more identifiable.
  25. Uniqueness
  26. Moreon prevalence Prevalence can’t be built overnight, or with one single instance. The element-to-brand link, which signals a brand to a consumer, is built through consistency over time.
  27. Prevalence
  28. Uniquenessandprevalence togetherhelpestablish branddistinctiveness.
  29. Distinctivebrands,inturn, arethoughtofmoreoften andareabletoachieve greatermarketshare.
  30. Ultimately,then,such positioningcanhelpbrands growtheircustomerbases inthelongrun.
  31. THE WRAP-UP
  32. Whathavewelearned? 1. Brands should aim to be distinctive, rather than different Brands must establish distinct brand elements in order to win in the marketplace.
  33. Whathavewelearned? 1. Brands should aim to be distinctive, rather than different Brands must establish distinct brand elements in order to win in the marketplace. 2. Uniqueness and prevalence help establish distinctiveness Brands must consistently and relentlessly uphold those brand elements over time, in order to create a retrievable impression in consumer’s memory.
  34. Youcanreadthefullstoryonhowto growyourbrandonthePercolateblog: Be Distinctive, Not Different
  35. Percolate is The System of Record for Marketing. 
 Our technology helps the world's largest and fastest-growing brands at every step of the marketing process. Want to learn more? Contact learn@percolate.com for more information or request a demo today at percolate.com/request-demo Kat Gebert Kat Gebert is on the Product Marketing team at Percolate.

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