Brand Differentiation

In saturated markets, offerings are becoming increasingly similar. Products are becoming more alike, promises more identical, and prices more comparable. In this environment, anyone who fails to clearly demonstrate why they—and not someone else—are the right choice will fall by the wayside. This is exactly where differentiation comes in.

Differentiation is part of brand strategy and describes how a company communicates its own advantages and characteristics in a way that sticks in the minds of its target audience. It’s about uniqueness and distinctiveness. It’s about winning over customers who are specifically looking for exactly what a company offers.

Differentiation is closely intertwined with positioning—but it is not the same thing. Positioning is the goal: to firmly anchor the brand in the minds of the target audience. Differentiation is the path to that goal. It is what enables brands to remain competitive, relevant, and attractive to their target audience over the long term.