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Promark Business Solutions

Brand Differentiation: 8 Tactics for Setting Your Product Apart From the Competition

All around us, emerging products are clamoring for attention, turning brand differentiation from what used to be a “nice-to-have” to the survival of the fittest. Brands aren’t just fighting for eyeballs anymore; they’re battling for mindshare, looking to get their identity etched into consumer consciousness.

Now, you might be thinking that authenticity isn’t the only driving force of growing a successful business, but differentiation isn’t just about looking fancy or being memorable. It’s the golden ticket to making sales.

Businesses rocking a well-differentiated brand rake in up to 88% more consumer interest compared to their wallflower counterparts. That’s the power of breaking away from the pack.

To begin tackling this issue, we’ve designed a roadmap to get your brand to stand tall, turning heads and opening wallets. So, get ready for a crash course in brand differentiation, where you’ll learn about the top eight tactics for setting your product apart from the competition.

Put Serious Effort into Your Social Proof

Don’t just settle for the basics when it comes to showcasing your social proof. Give it some serious thought, creativity, and effort, and you’ll be setting your brand apart in ways your competitors can only dream of.

Let’s discuss this tactic from the perspective of Bay Alarm Medical’s approach, a company that provides medical alarm systems and devices. They aren’t just slapping a few shiny stars and gushing reviews on their page explaining how their medical alert systems work, but a myriad of social proof elements that elevate their product leagues above their competition.

  • First, they kick things off with a “TV Spot” video. It’s not just a glossy ad with models pretending to use their product. It’s a real-life demonstration, a sneak peek into their world that creates an emotional connection and evokes trust. 
  • Next, there’s a video of an actual emergency call. Nothing says “we’re reliable” like letting people hear how your product works in a real-life crisis situation. 
  • But they don’t stop there. They proudly flaunt recognition and earned media, boldly stating they’ve been voted the ‘Best Medical Alert Provider.’ That’s a big badge of honor that doesn’t just whisper credibility; it states it out loud. 
  • Additionally, they have a hovering “Google Rating” element in the lower left corner of the page, and a pageantry of official certifications. They don’t just claim to be great; they’ve got the stamps to back it up, giving customers that warm feeling of security. 
  • Lastly, the cherry on top is their customer reviews carousel. It’s a non-stop parade of happy customers, an ever-moving testament to Bay Alarm Medical’s stellar performance.

Together, these elements create a powerhouse of social proof that’s hard to ignore. They’re not just saying they’re good; they’re showing it in various creative, credible ways.


Highlight Availability and After Sales Service

In the age of the always-on consumer, service is more than just a 9-to-5 gig. Customers expect brands to be there whenever they need them, and they’re not shy about voicing their expectations. One superb way of doing this is by harnessing the power of after-sales service and social media to provide service and support.

Don’t just think of it as something you offer begrudgingly. Embrace it and turn it into a key differentiator for your brand. Use your social media platforms not just to sell but to serve. Show your customers that you’re there for them, and not just before the sale but also long after it.

This will give your brand a personality, a voice, and a caring image that customers can relate to and trust.

Let’s shine the spotlight on a brand that’s acing this game: Zappos, a well-known footwear retailer. Known for their borderline obsessive dedication to customer service, Zappos doesn’t just wait for customers to come to them. They’re proactive, constantly monitoring social media channels to respond to customer inquiries, solve issues, and even engage in friendly banter.

Whether it’s a tweet about a delivery issue, a Facebook post asking about product details, or an Instagram comment expressing admiration for their service, Zappos is always there, ready to assist. Their social media platforms aren’t just marketing tools – they’re service channels. They’ve blurred the line between social media and customer service, showing customers they’re heard, appreciated, and taken care of round-the-clock.

Zappos is also known for the fun, human way they interact with their customers. You’re not just getting a sterile, copy-pasted reply. You’re getting a human response, sometimes even with a sprinkling of humor. This approach not only solves issues but also builds a relationship with the customer, setting Zappos apart from competitors who treat after-sales service as an afterthought.


Create Knowledge That Helps Customers Get the Most Out of Your Product

Remember the saying, “Give a man a fish, and you feed him for a day; teach a man to fish, and you feed him for a lifetime.” It applies just as much to selling products as it does to selfless helping. One way to make your brand float to the top is by not just selling a product but also equipping customers with the knowledge to maximize its value.

Enter MarketBeat. This stock market news and resources website provides a penny stocks list – a veritable feast of information that helps you extract every nugget of wisdom needed for smart investing.

Below their digital report, you’ll find a treasure trove of rich, detailed content. Infographics that break down complex concepts, explanations that deep dive into the nuances of penny trading, and links to further articles that explore other facets of the trading world. This way, they ensure their user base appreciates their efforts in teaching them to become well-versed in the art and science of penny trading.

And the results? Customers appreciate the additional value, and MarketBeat stands out in a sea of competitors who are more focused on bland reports than nurturing knowledgeable traders. It’s the kind of brand differentiation that turns casual customers into loyal fans and establishes MarketBeat as an authoritative voice in their industry.

So take a leaf out of MarketBeat’s playbook. Don’t just sell your product; sell knowledge to help customers get the most out of your product.


Give Your Customers a Voice

You know what’s even better than singing your own praises? Having your customers do it for you! There’s something profoundly convincing about seeing real customers vouching for a product. Suddenly, it’s not just another product; it’s a product that people like me are using and loving.

But how do you get customers to wax eloquent about your brand? The answer lies in creating an environment that not only allows but actively encourages user-generated content (UGC). This could be as simple as offering a platform for reviews or as involved as hosting contests for the best user-submitted content.

Take ATH, for example. This sports nutrition brand made UGC a core part of its online identity. On their Starter Bundle product page, you’ll see more than just polished marketing photos. There are real customers unboxing and using their products in real-life settings.

ATH Sports have knocked it out of the park by giving their reviewers the option to upload UGC photos. They don’t just ask customers to write about their experiences. They invite them to show others exactly what those experiences look like, blurring the line between customer and influencer.

What’s the big win here? Relatability. When potential customers see these photos, they don’t just see a product; they see people like them benefiting from that product.

But what fuels customers to leave these visual testimonials? ATH Sports has mastered the art of incentivizing detailed reviews. They create a sense of community, engage customers through social media, and offer exclusive perks and promotions for their active contributors.

The result? A consistent stream of authentic content. This is what’s helping ATH Sports stand above competitors who rely solely on traditional product photography and marketing copy.


Position Your Brand as an Authority

Want to know a secret to make your brand truly unforgettable? Position yourself as a trusted authority in your field! Don’t be just another brand trying to make a sale; be a thought leader, a go-to source for insights and advice. To achieve this, give content marketing a thought.

Content marketing is like a Swiss army knife for brand differentiation. It’s a tool that can boost visibility, build credibility, drive engagement, and so much more. It allows you to offer value that goes beyond your products, showing customers that you’re not just here to sell but to guide, educate, and inform.

So, how do you tap into this power of content marketing? It’s all about sharing quality content that resonates with your audience. This could take the form of insightful blog posts, educational videos, engaging podcasts, etc.

For example, let’s take a look at HubSpot. They’re not just selling marketing software; they’ve positioned themselves as a beacon of knowledge in the world of inbound marketing.

Their blog is a goldmine of expert advice, actionable tips, and in-depth guides. They regularly host webinars featuring industry experts, and their YouTube channel is packed with helpful tutorials and insights.

This establishes them as an authority in their field. Customers don’t just see them as a software provider; they see them as a trusted advisor, a guru in the field of inbound marketing.


Provide a Personalized Experience

With so many brands offering the same one-size blandness, customers are craving experiences tailored to their unique needs and preferences. Personalization is a powerful tool that can set your brand apart from the crowd. Whether it’s through interactive features, tailored content, or personalized recommendations, show your customers that you see them as individuals with unique needs.

Let’s put the spotlight on Shop Solar Kits, a brand that sells complete solar panel kits. They’ve taken a common element of online shopping – the quote request – and turned it into an interactive experience that feels uniquely personal.

When you visit their homepage, you’re greeted with several calls-to-action (CTAs) inviting you to get a custom quote. Click on one, and instead of just filling out a form, you’re engaging in an interactive conversation designed to understand your specific needs.


As you provide more information about your situation, the quote evolves to reflect your unique circumstances. It’s not a generic quote spat out by an algorithm; it’s a tailored solution designed just for you.

This interactive quote feature does a few magical things for Shop Solar Kits. It makes shoppers feel like they’re interacting with the brand on a personal level rather than just scrolling through a static website. This interaction can boost engagement and build a stronger connection between the brand and the customer.


Generate Emotions That Resonate With Your Target Audience

Customers don’t just buy products; they buy emotions. They buy the joy of discovery, the thrill of an excellent deal, the pride of owning something unique, the comfort of solving a problem. In essence, emotions are the secret sauce that can turn a generic product into a must-have purchase.

So, if you want to set your brand apart, hit your audience in the feels. Understand the emotional needs of your buyer personas and double down on them.

Let’s take a look at Nike. They’ve built their brand around one potent emotion: empowerment. From their iconic “Just Do It” slogan to their ads featuring athletes overcoming challenges, everything they do resonates with a sense of strength, determination, and self-belief.

Take a peek at their website, and you’ll see this emotion echoed in their copy and imagery. They’re not just selling shoes; they’re selling the thrill of a personal best, the grit to conquer that extra mile, the belief that you can do anything you set your mind to.

It all works because Nike knows their target audience – aspiring athletes – and they know that these individuals are driven by a desire to push their limits. So they focus on this one emotion, this one powerful motivator that resonates deeply with their audience.

The result? Customers don’t just see Nike as another sports brand; they see it as a symbol of their own aspirations and potential. That’s the kind of emotional connection that differentiates a brand.


Make Measurable Promises

“Best in the market” or “top-quality” are phrases that have been done to death, don’t you think? They’re vague, unquantifiable, and frankly, a bit of a yawn. If you want your brand to stand out, it’s time to swap those empty phrases for hard, measurable promises.

Here’s how Going tackles this tactic. They’re not just saying they can help you save on flights; they’re showing you exactly how much you can save. On their Cheap Flights page, you’ll find some impressive figures:

  • The average dollar amount saved per flight
  • Actual example prices for specific destinations
  • The percentage savings range on their travel deals

Why does this work so well? For starters, it’s specific. Customers don’t have to decipher vague claims; they know exactly what they’re getting. Secondly, it’s believable. With concrete figures, Going’s promises have a ring of truth that’s hard to deny.

But most importantly, it’s relevant. These aren’t just random numbers pulled out of thin air; they’re figures that matter to their target audience. They address a core concern of their customers – saving money on travel – and offer a quantifiable solution.

So, don’t just make promises; make them measurable. It’s this clarity and honesty that can set your brand apart from the sea of vague claims and set you up for success.


Final Thoughts

Those were our eight powerhouse tactics to differentiate your brand and set your product apart in the crowded marketplace.

Notice how all of them revolve around the notion that it’s not just about having a product but about creating an experience that resonates with your audience.

Give that a thought, put in the work, trust our strategies, and watch your brand soar above the competition.