The Differentiation Strategy
This part might be the most important part in your brand strategy!
It consists of three elements and the importance of each one can not be underestimated. All together the sections give a clear understanding and outlook of the market landscape and shine a light on potential opportunities in the market that the brand might be able to take advantage of. While earlier sections in the brand strategy might be all about internal clarity, this section is all about external clarity and is where the most strategic work is completed.
Target Audience.
Before a strategy with the best chance of connecting can be devised, we need to understand the target audience, and we need to understand how to connect with them emotionally. While you in an overall brand strategy might pick a large group as your target audience, it’s smart to be more specific in your differentiation strategy.
Competitive Landscape.
The work completed here uncovers patterns that can be taken advantage of. The gaps reflected in unmet needs of frustrated customers are the best market opportunities.
Grab one of these gaps and make your business all about filling it and making your target audience love you for it!
Differentiation.
A lot of businesses struggle with this section and fail to develop a differentiation strategy that allows their audience to understand quickly, why they should choose them over the rest. One reason for that is that they believe they need ground breaking innovation or completely new product or service to stand out, but very often it’s about seeing the new context and communicate differently.