It’s important for brands to differentiate themselves. We all know that. But why is it that ‘different’ often takes on the same form?
To my, albeit non-expert, eye it looks like almost everyone wants to be “more”. More funny. More on-trend. More innovative. More open. More consumer-focused. More trustworthy. More of an expert. More creative. More bespoke. More specialised.
But is that really the truth?
On the flipside, there are those who stand out by being “less”. Less corporate. Less stern. Less financially-driven. Less typical. Less ordinary. Less one-size-fits-all. Less secretive. Less stuffy.
But is that the truth either?
Being distinct becomes a game of top trumps: pick me; we’re the ones for you; I’m your guy; we’re more this, or less that than the rest. But with all this focus on how you’re perceived vs. the competition, where is the time to discover what you actually are?
What’s wrong with “this is who we are and we’re an entirely credible solution to your problem”? It might not sound sexy, but ‘who you are’ is all that matters in this game.
Marketing and branding should magnify the truth, not manipulate the message. The aim isn’t to get people to believe us. It’s to give the right people something to believe in.