Marketing for Beginners - How Clear Purpose Can Differentiate Your Brand

In a day and time where industries are becoming oversaturated with likeminded brands, I often get asked the question, “How can I set my product apart from my competitors?” While I wish there was one clear answer or avenue to follow to avoid this problem, the solution lies in the fact that differentiating brands is not a one size fits all equation. 

Why can’t I copy my competitors when it comes to branding?

Well, the short answer is you can – but you would not be smart or successful in doing so. Anyone can create a high quality or convenient product. And more likely than not, the industry that you’re trying to break into is already saturated with an abundance of brands claiming that they are the best. 

Simply marketing your product as the best and using the key words that consumers look for when purchasing (durable, affordable, leading,  etc.) isn’t enough to convince buyers to trust you. Instead, your brand will likely get lost amongst twenty other ads that claim the exact same thing. 

How does brand purpose make a difference?

Think about it this way – if you were given the opportunity to choose between two suitcases for a month-long trip across Europe, you’d want to choose the option that you felt would best suit your needs during your trip. Imagine they were the same price, the same color and design, had the same features and accessories, and both claimed to be the most durable and affordable option on the market. 

When all of the considering factors appear to be identical, you as the consumer turn to your subconscious opinion as a tiebreaker in making a decision. Let’s evaluate the following ways each brand has developed their reputations and clearly identified their purposes:

Brand A:

• Makes sure consumers know it’s a family-owned company through its key messaging 

• Publishes ads and supporting collateral that showcases its products in use in destinations across the globe

• Frequently responds to social media comments and shares client testimonials – demonstrating their pride in their product’s success while taking accountability for its shortcomings when applicable

Brand B: 

• Frequently analyzes products from its competitors – sharing results that support their claim as the leading brand

• Runs ads that highlight their products as both high quality and affordable

• Distributes quarterly press releases announcing new influencer partnerships and brand campaigns

What we’ve learned?

After reviewing the marketing strategies and key messaging of both brands, it’s clear that each company has taken a different approach to selling the same product. While Brand B is more focused on the metrics and highlighting the tangible results as a vehicle to gain consumer trust, Brand A has geared its efforts towards creating a sense of community within the industry – strengthening its reputation and clearly demonstrating its goal to serve and satisfy customers.

While both strategies are effective to a certain degree, Brand A is more likely to draw in potential buyers because its marketing is meaningful - going beyond the numbers and allowing consumers to not just trust the product, but the brand as a whole.