How to Be Remarkably Different
Our brains are wired to notice what’s different. I could cite a bunch of psychological studies, but I think these pictures will get you there faster.
In any market, for any product, if you want to get noticed, you need to stand out. So before you dive into marketing, take some time to ask yourself, “How can I be different?” And then design that difference into all of your products and your business as a whole. Strong brands generate more revenue and difference is a critical component.
Remember that your brand is not your logo. It is how customers identify with your products and business. It’s how they talk about it, and how they categorize it in their own minds. And it’s how they’ll tell their friends about the experience.
Different By Design
So what are some ways you might differentiate your offer or business? Here are a few ideas to get you started…
Idea 1: Hit ‘em where they ain’t.
Find something that no one else is doing or a space no one else is occupying and go there.
- Dollar Shave Club was started with two buddies discussing their frustration with the cost of razor blades. And they realized that they were not the only one’s who had the problem. So they started a subscription service (in the very early days of subscription services) where you could get reasonably priced razors and razor blades delivered. They didn’t compete directly with the legacy brands at the store, because they convinced people to alter their shopping behavior and for awhile they found a place where they could be the “only” in their category.
- When Uber entered the market for ride sharing, there was already a solution in place – taxis. But Uber realized that people were frustrated by never know if or when a taxi was going to come by or how much it was going to cost. So they created an on-demand service to solve that frustration. Taxis are still an option, but in the beginning the ride sharing service were offering the same result (point to point urban transportation) in an entirely different way.
Idea 2: Offer Delight
Word of mouth marketing is stronger than any viral post or enormous email list. Is there something you can do to make your product or service stand out? It doesn’t have to be a big gesture.
- There’s a prescription delivery service near me called Alto.They deliver my medication through a clean, easy to use app and in every delivery they include a piece of salted caramel candy. It’s different, I notice and I appreciate it. And when I hear someone talk about how frustrated they are about the wait times and inefficiency at the local walk-in pharmacy, I always recommend them.
- I put an extremely high value on my time, and I’m often willing to pay more if I can find a way to get some back. Most of the large grocery chains in my area do not staff for customer experience. They don’t have to, because they’re pretty much the only game in town. That means “normal” is having two to three people with full carts ahead of you, adding 10-20 minutes to any grocery trip. There’s also a family chain in the area, Molly Stones. They charge a premium, and if I tried to do all my family grocery shopping there I’d be bankrupt. But if I’m looking at a time trade off and I’m stressed about it, shopping there is speedy and delightful.
Idea 3: Stand for Something
People often purchase brands that align with their core values and leveraging that can create a very powerful brand.
- Patagonia is a best in class example of a brand that differentiates by standing for something. Starting from the beginning, the founder and CEO set out to create a company that acted in line with environmental advocacy, best-in-class products, and fair treatment of employees. That resonated with customers and today it remains an incredibly powerful and profitable brand. BTW, Let My People Go Surfing is a great read if you’re interested in the story behind the company.
- Another great example was the 2006 Buy One/Give One promise of Tom’s Shoes. While they did not invent the concept, they quickly became an iconic symbol of a company that gives back. As a note, this is no longer the brand’s centerpiece and a reminder that there’s more to business than creating a brand. Attracting attention is not enough. You still have to be able to operate a business where income equals or exceeds expenses.
Plenty of Room for More Ideas
This list is far from exhaustive, but I hope it encourages you set aside an hour or two this week and brainstorm all the ways you might design “different” into your business. The OG on thinking about differentiation and remarkability is Seth Godin and if this topic speaks to you, I encourage you to read his books and his blog. You’ll notice the blog’s brevity and origination date exemplify the concept.
This post is part of a series: 8 Secrets to Designing an Offer People Want to Buy.
By the way, did you know that strong brands are often able to charge premium prices? If you’re uncertain about your pricing strategy, I invite you to check out my fun and fast Pricing Toolkit.
