How To Differentiate Your Brand / 1
Here is the news flash: Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits.
For instance, think about Harley Davidson (rebellious yet social.)
Or Target (affordable yet chic.)
Or Tesla (environmentally conscious yet high performer.)
The list goes on, and we have already discussed the why of this trend in detail. In this series of four blogs, we are going to look at ways in which you can discover and leverage the duality embedded inside your brand. Let’s start with the most obvious one.
1. Table stake + its opposite.
BAV Consulting, the agency that coined the term Brand Tensity, possesses the world’s largest database of customer and brand behaviour. Their research reveals that truly iconic brands (they refer them as Breakaway Brands) deliver on the perceptual expectations of their categories, while also leaning toward imagery that opposes these category requirements.
Let’s analyze IKEA as an example. Back in 1976 Ingvar Kamprad, the founder of the Swedish retail company, wrote a credo, explaining his views on business and life. His calling was to create a better everyday life for the many people. 40 years later, IKEA has become one of the most differentiated retail brands in the world. When we look at the brand and the category, we can easily understand why.
Over the last two decades, brands have become 200% less distinct from one another.
The ones that stand out, however, have something in common: They integrate two seemingly opposing personality traits.