How To Create Differentiation Through Your Messaging And Brand

If you were going to run a very important 100m race, would you wear Nike’s or Adidas or Puma shoes?

Most people I have asked this question quickly choose Nike because the brand has intentionally decided to own the idea that they are the champions of athleticism and athletes.

All of the above brands use foam, plastics, and fabrics to make their shoes.

The differentiation comes from the stories they tell and your perception in the market.

Today, most products are not remarkable enough to become market leaders without a story attached.

Your life today is the result of the words and images you have heard, believed and spoken.

This means you can have the best software in the market but if you don’t know how to use words, your competitors will get customers who should be yours.

What is a brand?

A brand is an idea, story, belief, opinion, a sentiment with a product wrapped around it.

Apple: innovation, outstanding design, thinking differently from other technology companies.

Chick-Fil-A: Being part of the community. Serving Great Food. Giving back.

I used to run a branding and design firm so I know the importance of visual identity such as logos and images but without the right words to back them, they are meaningless. (One of the most popular technology brands is named after a fruit.)

What if your brand is many things?
If simplifying your brand message is too difficult right now you can break it down into campaigns.

For the next three months, you can promote a message that is important and have the brand collateral to match it.

After the market has accepted that message, you can launch another campaign to educate them on what you stand for, what you are doing and who you are doing it for.

This will help you with positioning as well.

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