fbpx
Brand Differentiator

Brand Differentiator

How to Create a Brand Differentiator

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?

Welcome to the new norm

Olympics 2024 Logo

Olympics 2024 Logo

For each edition of the Olympics, a new logo is created, retaining the iconic and well-known rings that characterize them. Each host country decides to create its own logo or identifier, and Paris 2024 is no exception.

The Paris 2024 Olympics logo combines the most iconic symbols associated with the Olympic Games, which are the medal and the torch, to create an image of Marianne representing the French Republic.

Marianne is the representative and allegorical figure of the French Republic, born in the revolution of 1799. She embodies the values of freedom and brotherhood and symbolizes the strength of women moving forward, as we refer to the famous painting we have all seen: “Liberty Leading the People” by Eugène Delacroix.

The organizing committee stated in a release that the use of Marianne is a nod to the heritage of sport, meaning that thanks to the revolution, they were allowed to compete for the first time in the 1900 Olympic Games and that it is also a tribute in general to the athletes. The committee also explains that Marianne represents “the revolutionary spirit” of the Games, and the fact that the Games belong to the people.

For the identity, a typography that takes elements characteristic of art deco inspired by the signage of the Paris metro is used. This typography is developed in different weights to be able to adapt to the processes needed and the necessary applications.

With such versatile typography and identity, they support digital media by allowing the identity to also be presented with the ‘dark mode’ that can be enabled when needed. For those unfamiliar with dark mode, it is enabled to save battery on devices by turning the background black.

With the use of an identity which features a woman in its image and the shared use of elements for the Paralympics, the identity promotes a clear movement towards much more inclusive games.

2024 Olympics Mascot

With every Olympics logo, a mascot is always created and shared, intended to personify the brand and be present throughout the event’s development, both at the opening and during the competitions. The Paris 2024 Olympics are no exception, and we are going to tell you about the mascot.

What is the mascot of the Paris 2024 Olympics?

To understand what the mascot of the Paris 2024 Olympics is, we need to know about the French Revolution of 1789, a time when small and very traditional Phrygian caps (bonnet phrygien in French) were worn. The mascot takes its shape from this element, highlighting the soft red texture. During the French Revolution, the cap was worn as a symbol of freedom and to celebrate the new republic.

What is the name of the Paris 2024 mascot?

he mascot for the Paris 2024 Olympics comes from the Phrygian caps (bonnet phrygien in French) worn during the French Revolution. The name of the mascot for the Paris 2024 Olympics is Phrygie, as it was decided that it would be an object rather than an animal because it is a very important element for the French, as Tony Estanguet, president of the organizing committee, commented on November 14, 2022.

The Paris 2024 Olympics feature an innovative and revolutionary logo that pushes new ways of communicating.

“We chose an ideal instead of an animal. We chose the Phrygian cap because it is a very strong symbol of the French Republic. For the French, it is a very well-known object that is a symbol of freedom.”

These are the graphic elements that will be featured in the Paris 2024 Olympics. In our opinion, some are accurate, others like the mascot may not communicate to everyone but do inform about the importance of freedom and symbols for the French.

What do you think? Do you like the new communication and mascot for the Paris 2024 Olympics?

What is the Golden Circle?

What is the Golden Circle?

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.

The Golden Circle and its sections Why, How, and What help define clear focus and processes for your business and  create customer loyalty.

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.

Welcome to the new norm.

¿Qué es el golden circle?

¿Qué es el golden circle?

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.

El Golden Circle es mencionado en el libro Start with Why (empieza con el porque), un libro escrito por Simon Sinek, en el libro Sinek habla de lo relevante que es para las marcas conocer el porqué comenzaron a crearse y cómo esto les permite crecer. 

Los 3 círculos del golden circle 

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.

Tu ya conoces tu Why, sabes por que tu empresa hace lo que hace, si no es así te recomendamos empezar hoy mismo y comenzar a aplicarlo 

Welcome to the new norm

¿Cómo hacer una marca?

¿Cómo hacer una marca?

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?

Welcome to the new norm.

Graphic System

Graphic System

Creating a marketing campaign involves many aspects, one of the most important being design. Being crucial and the first to catch the eye, it becomes an element that must be handled with great care, and for this, we have graphic systems.

What is a graphic system?

A graphic system refers to all the aesthetic elements that accompany a brand and everything that happens around it. Creating a brand with many graphic elements that comply with specific color schemes, shapes, and figures that can be identified as part of the brand is essential.

Having a brand with an extensive graphic system is fundamental for achieving good results because when the brand is poor in terms of graphic system, it becomes monotonous and boring.

que es un sistema grafico, blank studio, blnk, blink, blank

A deficient graphic system can be a significant problem since if it is not a structured and clear graphic system, every content or artistic piece we generate will not seem to be from the same brand, and on the contrary, it will appear as different brands, which can cause problems of brand identification and positioning.

Having a clear, functional, and extensive graphic system allows us to create graphic pieces that adapt to the various communication channels we have, thus ensuring that your campaigns adapt efficiently and clearly regardless of the formats, thanks to the variety of formats that the brand will have in communication.

que es un sistema grafico, blank studio, blnk, blink, blank
Un sistema gráfico hace referencia a todos los elementos estéticos que acompañan a una marca y todo lo que sucede a su alrededor.

Benefits of a Good Graphic System

Top of Mind

Having a good graphic system will enable you to have very good communication with your users. Not only that, if done correctly, it will make them remember you more often.

Recognition

Graphic systems are useful so that within your content and publications you do not have to put the logo everywhere and look like a cheap brand, but rather, they recognize you simply by your photographic style quickly.

Professionalism

Having a complete and extensive graphic system that truly complies with a clear structure will give your brand a touch of professionalism that you cannot acquire in any other way.

Is your graphic system extensive and clear, or do you just create what you think will work at the moment?

Welcome to the new norm.