Differentiating Your Business: Embracing Your Unique Qualities for Successful Branding
In the ever-evolving world of business, standing out from the competition is crucial. Three brands that have mastered this art are Apple, Nike, and Lego, admired by the KOTA team for their distinctiveness and ability to create something lasting.
The key to this differentiation lies not just in product features, but in the real stuff that makes a business unique. A business that can be swapped with a competitor's and go unnoticed has a problem. The solution? Honesty, sharpness, and an unmistakably unique identity.
One example of a company that has successfully differentiated itself is Salesforce, a B2B SaaS business. They have injected warmth, storytelling, and a community-first brand strategy into their business, setting them apart in a sea of competitors.
Similarly, Gymshark, a fitness brand, has built a lifestyle brand based on social media and a distinct brand tone. Their approach is a testament to the power of a consistent tone across all platforms.
The author of this article, Emily, emphasises the importance of defining a tone of voice that reflects a business's unique character. Businesses like A24, an indie film studio, have created a dark, artsy, and emotionally charged tone to differentiate themselves, while Mailchimp and Glossier have embraced quirky and minimalist tones, respectively, to stand out.
However, surface-level distinction is not enough. Businesses should dig deep, get specific, and let their difference inform everything. The Brand Pulse Audit tool is introduced to help businesses evaluate their branding and ensure they are truly distinct.
Businesses that are memorable and stand out are those that are clear in their position, comfortable in their difference, and sharp enough to cut through. Differentiation helps customers remember a business, justifies a premium, speeds up decision-making, and builds loyalty beyond price. So, the next time you're considering a business, remember: the businesses that stand out are the ones that dare to be different.
This article was originally published in August 2024 and updated in May 2025.
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