When creating a brand or business, it is crucial to define what will be our brand differentiator. Having a strong brand differentiator will allow you to stand out from the competition and be memorable to customers.
What is a Brand Differentiator?
A brand differentiator, whether for a product or service, consists of the elements or characteristics that distinguish you from others and your competitors, enhancing your brand loyalty, sales, and growth.
There are various ways to differentiate your company, and understanding how you can do so will help you create a clear and focused strategy. To achieve this, consider three main types of differentiators:
• Sales
• Branding
• Usage
• Service
Sales-Based Brand Differentiator
Using sales as a differentiator allows you to use the process as a tool to persuade consumers to buy your product or service.
Cost Differentiator
Cost is a very effective differentiator for separating your products from others. However, it’s important not to misunderstand; if there’s a trend to differentiate by being more economical, you can also differentiate by being a more expensive product, which helps change the perception of the brand.
Example of a Sales-Based Brand Differentiator:
Pepsi once differentiated itself by advertising that one Pepsi was worth more than two Coca-Colas, although this was merely allegorical.
Branding as a Differentiator
Using branding as a differentiator means using aesthetics and experiences as tools to achieve good results.
Marketing Differentiation
Having completely alternative, innovative, and unique marketing strategies can help you stand out from the crowd, making your communication and marketing a powerful tool to differentiate yourself.
Brand Differentiation
The brand is the first thing a buyer sees, and it can be a significant differentiator. Being seen differently from others and standing out aesthetically among competitors is a great way to be distinctive.
Experience Differentiator
Brands that offer unforgettable experiences and memorable moments around their product or service allow other companies to be overshadowed, and your customers will constantly remember and think of you.
Example of Branding as a Differentiator:
Popi, a brand, distinguishes itself aesthetically by breaking away from the classic communication of a soda or soft drink, using a clear and direct design that helps users identify what the refreshment is.
Service Differentiation Strategy
A strong and important differentiator is the way companies treat you throughout their process, and the attention, follow-up, and support offered to customers are excellent ways to strongly and significantly differentiate yourself.
Attention Differentiation
Providing good customer service and making customers feel like they are the most important part of your company is an excellent differentiator. 96% of consumers say their buying decisions are based on the customer service provided by the company (information from HubSpot).
Follow-up Differentiation
Having an effective CRM or a follow-up on our customers’ purchases allows us to provide adequate and efficient follow-up, and having the right follow-up and an unforgettable experience allows us to differentiate ourselves from others.
Listening Differentiation
Actively listening to your consumers and making effective changes based on their comments is not only a great differentiator but also allows you to create a large community and stand out from other companies and competitors.
Example of Service Differentiation:
The video game Helldivers made changes that the community disliked, leaving reviews that they did not like the changes, so the developers decided to revert to the previous version and gave all players a new costume to use in the game.
Usage-Based Differentiation
Differentiating by usage is sometimes one of the most relevant because it changes the perception of a product or service, and achieving this is not easy.
Quality Differentiation
Having quality products is a great differentiator because it ensures that your customers will recommend you due to the quality of the product or service and continue buying.
Convenience Differentiation
Users are increasingly looking to save time and have more convenience at all times, so achieving a differentiation by convenience will not only benefit you, but your customers will thank you, especially if you simplify their lives, whether through automation or any type of convenience you can provide.
Innovation Differentiation
When products manage to make significant changes or propose their products or services in a different and innovative way, it is highly valuable to customers or users, and this definitely causes users to look at you differently from how they perceive your competitors.
Example of Usage-Based Differentiation:
Philips Hue smart bulbs, although many bulbs do what they do, stand out from the rest due to their intense colors, the quality of the app, and their interaction with smart assistants.
Although many of the differentiators you must have because the public expects their brands and companies to always have these features, having different elements that separate you from others is essential for achieving good results. Do you already have any of these differentiators in your business?
How many times have you entered a store or searched online for a product, purchased these products, and then, perhaps without knowing why, you find yourself not wanting to shop there again, whether it’s a physical or online store, even though you liked the product and it met your expectations? This could be because the user experience was not ideal or had details that led to this feeling.
What is user experience?
When we talk about user experience, we refer to all the small details that make the user’s interaction with the brand a unique and unforgettable moment. For this experience to be truly unforgettable, it must consider all aspects of the visit, physical or virtual, and details without any failures or causing the user to have a bad time or even a negative feeling.
Today, it’s not only necessary to have a product or service that fulfills expectations—everyone does that, and it’s a standard, no longer a differentiator nor will it help you sell better. What we need to do now is create unique and unforgettable experiences that take your customer to another emotional place, something that makes them remember their experience with your brand.
How to create an unforgettable experience
When we talk about experiences, we must remember that people learn and remember in different ways. Some people are more visual, auditory, or kinesthetic than others, so if we design experiences that involve all five senses with which we experience life, there’s a higher likelihood of staying in their memory more positively.
Design experiences that encompass all five senses:
Hearing
Smell
Touch
Sight
Taste
Each of these should be considered in our experiences to cover every learning style of our users. It’s important to clarify, even though it may seem obvious, that this is intended for physical mediums; you must consider that it changes for digital mediums. Would you like to learn more about UX for digital mediums?
The Golden Circle is a concept presented as a circle, like its name suggests, with layers similar to onions and ogres. The three layers represent the questions: why, how, and what. The theory suggests that by answering these three questions, a company can understand the purpose of its business.
The Golden Circle is mentioned in the book Start with Why by Simon Sinek. In the book, Sinek discusses how crucial it is for brands to know why they were created and how this understanding helps them grow.
The 3 Layers of the Golden Circle
Each layer represents the questions: why, how, and what. Although they seem simple, they are a great exercise to understand a company’s purpose. In Start with Why, Sinek advises companies or their leaders to use the Golden Circle starting by addressing the why.
Golden Circle: Why?
In the first layer of the Golden Circle, Simon Sinek suggests that this is where you need to write down the purpose of your business. We must identify the reason for the existence of this business or venture, what drives and motivates all actions. This is the company’s purpose.
If the company truly identifies its why, everything moves naturally and flows. For this reason, it is the starting point for businesses—if you know why you are doing it, it gives you a direction for your entire business or venture.
Golden Circle: How?
In the middle layer of the Golden Circle, we determine and establish the strategies we will apply to achieve results aligned with the company’s purpose. This is where the company’s action or work plan is located and should always align with the company’s values.
Golden Circle: What?
In the last layer of the Golden Circle, Simon Sinek points out that this is where we must specify what the company sells or does. This layer of the Golden Circle is the easiest to understand because it involves the product or service the company sells.
Why Have the Golden Circle?
Having the Golden Circle is essential for an organization, especially if it is not clear about the reason for its existence. Having this information and understanding it allows you to conduct various marketing and communication campaigns, thus achieving better results.
By leveraging the Golden Circle, we can achieve various objectives and facilitate decision-making and good outcomes. Some of the impacts on your business include:
Inspiring Communication
Starting with the why can make all your communication exciting, impactful, and inspiring, increasing loyalty through a sense of belonging.
Example: Apple doesn’t just sell computers; it promotes challenging the status quo and innovation, resonating with a certain profile of customers.
Brand Strategy
Having a why helps the brand to be strong and coherent, achieving omnichannel presence as previously shared, which allows you to have a brand narrative that communicates clearly and maintains good communication.
Example: Patagonia, the clothing brand, achieves good communication focused on its purpose of sustainability and environmental protection, reflected in all its corporate actions, marketing, and products.
Differentiate from the Market
When you compete only by product (the “What”), you will likely compete on price. However, if you have a “Why” and “How,” you begin to compete on different variables.
Example: Southwest Airlines is distinguished not only by its low-cost flights (the “What”) but also by its commitment to friendly service and the democratization of air travel (the “How” and “Why”).
Customer Loyalty
Customers are more likely to become loyal and advocates for the brand if they can identify with the purpose, the Why of the company. This simplifies customer satisfaction.
Example: Tesla customers feel part of a larger mission towards sustainability and innovation in mobility.
Do you already know your Why, do you know why your company does what it does? If not, we recommend you start today and begin applying it.
El golden circle es un círculo, como lo dice su nombre, con capas como las cebollas y los ogros. Las tres capas representan las preguntas ¿por qué?, ¿cómo? y ¿para qué?. La teoría dice que resolviendo estas tres preguntas, una empresa puede entender el propósito de su negocio.
Cada capa representa las preguntas ¿por qué?, ¿cómo? y ¿qué? Y aunque parecen preguntas sencillas, es un gran ejercicio para entender el propósito de la empresa. En el libro Start with Why (empieza con el porqué) Sinek recomienda que las empresas o líderes de las mismas utilicen el golden circle empezando por resolver el porqué.
Golden circle ¿Por qué?
En la primera capa del círculo dorado, Simon Sinek indica que aquí es necesario escribir el propósito de tu negocio. Debemos identificar el motivo de la existencia de este negocio o este emprendimiento, lo que empuja y motiva todas las acciones. Este es el propósito de la empresa.
Si la empresa realmente identifica el porqué todo se mueve naturalmente y fluye, por este motivo es el punto de partida de los negocios, si sabes por qué lo haces te da un norte para todo tu negocio o emprendimiento.
Golden circle ¿Cómo?
En la capa intermedia del círculo dorado es donde debemos de determinar y bajar las estrategias que vamos a aplicar para lograr los resultados y que estén alineados con el propósito de la empresa, ese es el por qué. Aquí es donde está el plan de trabajo o acción de la empresa, debe de estar siempre alineado a los valores de la empresa
Golden circle ¿Qué?
En la última capa de círculo dorado Simon Sinek nos comenta que en este punto debemos poner lo que vende la empresa o lo que hace, esta capa del círculo dorado es la más fácil de entender de todas ya que es el producto o servicio que vende la empresa
Por qué tener el circulo dorado
Contar con el círculo dorado para una organización es esencial, especialmente si no tiene claro el motivo de su existencia. Contar con esta información y entenderla te va a permitir hacer diversas campañas de mercadotecnia y comunicación teniendo así mejores resultados
Cuando aprovechamos el círculo dorado podemos lograr varios objetivos y facilitarnos la toma de decisiones y buenos resultados alguno de los puntos que impactan en tu negocio son:
Comunicación inspiradora
Si comienzas con el Why (por qué) podrás lograr que toda tu comunicación sea emocionante, impactante e inspirador, logrando mayor lealtad a través de un sentimiento de pertenencia
Ejemplo : Apple no vende computadores, promueve desafiar el status quo y la innovación, esto resuena con cierto perfil de clientes
Estrategia de marca
Contar con un Why (por qué) ayuda a la marca a ser fuerte y coherente, lograr la omnicanalidad como ya te hemos compartido con anterioridad, lo que te dejará tener una narrativa de marca que comunique claramente y logres tener una buena comunicación
Ejemplo: Patagonia la marca de ropa logra tener una buena comunicación la cual se enfoca en su propósito de sostenibilidad y la protección del medio ambiente y esto se refleja en todas sus comunicaciones en todas sus acciones corporativas, mercadotecnia y sus productos
Diferenciate del mercado
Cuando compites solamente por producto (el “What”), muy seguramente vas a pelear por precio, pero si cuentas con un “Why” y “How” comienzan a competir con otras variables
Ejemplo: la aerolínea Southwest Airlines se distingue no solo por sus vuelos baratos (el “What”), sino por su compromiso con el servicio amigable y la democratización de los viajes aéreos (el “How” y “Why”).
Lealtad de clientes
Es más posible que los clientes se vuelvan leales y defensores de la marca si logran identificarse con el propósito, el Why de la empresa, esto vuelve más simple la satisfacción del cliente.
Ejemplo: Clientes de Tesla se sienten parte de una misión más grande hacia la sostenibilidad y la innovación en la movilidad.
When we talk about marketing, we always have the idea of generating campaigns or strategies so disruptive that they change the course of marketing and how it is perceived. However, not all campaigns achieve this, and not all campaigns withstand the test of time. That’s why we bring you 5 marketing campaigns that may not last forever but definitely change the way we see a marketing campaign.
Surreal, recommended by celebrities
Surreal is a high-protein cereal brand focused on functional foods, a company from England that has managed to make disruptive and different campaigns like their fake celebrities campaign.
In their fake celebrities campaign, they found people who share names with famous celebrities and had them try the cereal. After tasting it, they gave some comments or opinions that were used for the campaign, always clarifying that it was not the celebrity you thought it was.
This campaign is extraordinary because they took an element already known as the use of celebrities and with this in mind, they sought out celebrities with the same name to create a campaign using their names but not their images, managing to give a twist to the well-known campaigns of using celebrities without spending what it would cost to hire a real celebrity.
Vicio Burgers with Neighbors
when opening a new branch that involved distributing flyers locally, but as it is known, flyers quickly become trash.
With the task of executing an effective marketing campaign, Vicio created flyers that mimic the typical neighborly complaint found in condos or buildings, and with that, they promoted their new branch.
This changes the way we view advertising because instead of invading space, it becomes part of it and integrates, achieving a more effective campaign.
Although not the first to do so, Barbie, the doll that adapts to any season or job it faces, decided to launch its movie in 2023, which, like its dolls, was a success.
The movie is an excellent marketing tool because it is not only an eternal product placement but also managed to increase doll sales by 3%, representing the sale of 1,538 million dolls and a 16% increase in profits.
The movie not only manages to place the product well but also repositions it as a doll concerned with current issues, making it a benchmark in cinema for product placement, something Lego had previously achieved with its movie.
Burger King Real Size
How many times have you seen a burger on a billboard that looks giant, making you crave something that big? Burger King has bet on honesty with this advertisement by creating billboards that show the real size of the burger, and you can compare it with your hands.
This advertisement not only draws attention by achieving a typographic design that catches the eye but also invites users to interact with a billboard that normally does not interact. It is disruptive from the traditional advertisement, thus changing the perspective of burgers and their marketing.
Distance Steal Them If You Can
The brand Distance decided to run a campaign where you can steal sneakers from the store and keep them for free only if you manage to escape from the security guard, who is Mickael Zeze, a 100m runner in just 9.99 seconds.
This campaign attracted more than 100 visitors, and only one person managed to escape. This campaign is completely disruptive because it not only invites participation in an activity but also encourages people to do sports and face a different challenge with its campaign.
These campaigns are completely disruptive, either by the way they were done or by the quality with which they were executed. We have a lot to learn from them, both in terms of campaign style and openness to doing things differently. Sometimes it’s not a lack of ideas but a lack of courage to start doing them.
And you, are you willing to do something different?
Creating a logo and having a company does not mean you have created a brand. Building a brand is more complex compared to other elements that are needed.
To understand how to create a brand or branding, we first need to understand the difference between a logo and a brand.
What is a logo?
A logo is the symbol or identifier that represents a company, which can be presented in different forms, such as a logotype, isotipo, imagotipo, or isologo.
What is a brand?
A brand is the set of actions and strategies that penetrate a market to make users recognize and fall in love with the brand.
What to do to create a brand?
Creating a brand requires a lot of work and vision. Coherent, clear brands that know where they are going help users to identify and connect with them, and for this, we must work on the background. Here are the points to evaluate:
Define a value proposition
Having a well-defined value proposition will serve as a guide, as it will allow you to focus efforts to clearly reflect what the brand represents and why it exists.
Create your mission
Having a well-written mission allows you to define the brand’s reason for existence and what we want to achieve with the company. A company’s mission sets the path for the short and medium term.
Define your vision
The vision will allow you to achieve the impact you want to reach in the long term.
Brand persona
Create a brand persona in which you manage to define how the brand talks, how it looks, who it is, what it likes, what it fears, and what it wants to be. Defining the brand as a person gives you clear tools to treat it as such and thus achieve a very good connection with the end buyer.
Create a graphic system and communication system
Having a clear structure of graphic elements and a clear structure of tone of voice and communication is a super useful element to achieve a very good brand.
Having all these elements is not enough; you must also start creating clear strategies for communication, advertising, and even experience, to achieve all this and make it work properly you should use the guides or tools we talked about a moment ago.
With a good communication and marketing strategy that is coherent and clear, touching elements that excite or generate empathy with your ideal buyer or user, you will start to create an impact and over time if you continue with this, you will manage to create a brand.
Are you already working to create a brand? Or do you still have questions about how to achieve it?
