In today's era of fierce business competition, market diversification, product homogeneity, and ever-changing consumer needs, the differentiated value of brands has become crucial. Differentiation is not only the uniqueness of a brand, but also the key to a brand to stand out from the competition. Only by building a brand with unique value can we succeed in the market.
The brand must have differentiated value
The purpose of brand differentiation is to distinguish the brand from its competitors through unique features and advantages, and to establish a unique image in the minds of consumers. Through differentiation, we can meet the diverse needs of consumers, establish consumers' sense of identity and loyalty to the brand, and obtain a higher market share and competitive advantage.
Differentiated value comes from multiple dimensions
No two leaves are the same in the world, and certainly no product is the same. It is important for us to find the core differences from the aspects of product characteristics, technological innovation, service quality, brand culture, brand image, competitive product strategy, consumer mentality, etc., and amplify this difference to form a unique sales proposition of the product, and then create a unique brand core value.
Why?First of all, product characteristics are the cornerstone of brand differentiation, and by providing products with unique characteristics, consumers can generate brand identity and reputation. Second, innovation is an important driver of brand differentiation. Constantly innovating and meeting consumer needs in unusual ways will give new value and appeal to brands.
In addition, the market positioning and communication mode of the brand are also important channels for differentiation. By targeting specific target groups and creating a unique brand image through different communication channels and communication methods, brands can stand out from their competitors.
In addition, high-quality service is also the key to brand differentiation, and a good after-sales service system and personalized service can enhance the competitiveness of the brand. At the same time, build a positive brand culture and image that differentiates you from other competitors, attracts empathy, and fosters loyalty.
Differentiated appeals, detonate the minds of the audience
Successful marketing is mostly about judging the situation, jumping out of homogeneous competition, and creating new demands and selling points at a higher level. All communication should revolve around this core demand, so as to quickly detonate the minds of consumers. Most of Zhiqi's successful cases are based on insights and differentiated innovation demands. For example
RO reverse osmosis water purifier - Kevron. In the promotion of new products, we aimed at the small, desktop RO reverse osmosis water purifier that has not yet been developed, and appealed to the concept of "installation-free RO reverse osmosis water purifier", which opened a precedent in the industry and led many brands to follow suit.
Foot strength fitness shoes for the elderly, appeal to "shoes for the elderly with suction cups", specially tailored for the elderly with aging function, unstable feet, easy to slip and wrestle, as soon as it is listed, it has been widely welcomed by the elderly, and has now become the first brand of shoes for the elderly.
Create a differentiated brand symbol
The logic of brand value and the path of brand growth should be a two-way process. It is not only necessary to build a differentiated brand pyramid, but also to complete the growth of products, traffic, and channels. To create a differentiated brand symbol, it is necessary to endow the brand with beautiful emotional value and cultural identity based on "a cultural identity", and build brand preference, which is also an effective way to win the competition.
Here we share it3 Stages of Creating a Differentiated Brand Symbol
1) Functional symbol stage.
With the function, endorsement, scene, etc. of the product, it gives consumers a rational reason to buy. For example, "Afraid of fire, drink Wang Laoji".
2) Chinese Symbolic Stage.
With cultural symbols & humanistic symbols & Chinese scene symbols & regional symbols, etc., to establish a sense of authenticity and local characteristics for consumersFor example, after the sales volume exceeded 1 billion, it was upgraded from "modern Chinese tea" and small pots of tea to the slogan of "high-end Chinese tea".
3) Emotional symbol stage.
At this stage, we return to the relationship between people, and begin to shift the focus to the "relationship bond", from one person to a group of people, from me to our emotions to excavate and express. For example, Nike's "just do it".
Zhiqi:Brand differentiation is an inevitable choice for successful businesses
In short, whether it is a traditional brand or a new consumer brand, the core of its long-term prosperity lies in whether it provides new user value. From user value to social value, this is the ultimate path for all leading brands and century-old brands.
How can we make new consumer brands go further?First of all, it is necessary to set a "differentiated" competitive strategy from the top. By clarifying the differentiation goal, digging deeper into the uniqueness of the product or service, strengthening the innovation ability and actively shaping the brand image, we can achieve a leading position in the fierce market competition. Always take meeting the needs of consumers as the starting point and end point, and continue to provide consumers with unique value, in order to win lasting success on the road of the brand.