Razor Branding Blog
“In advertising not to be different is virtually suicidal.” - Bill Bernbach
With the amount of clutter surrounding us every day, it is a wonder that we can see anything. It is estimated that the average person is faced with close to 5000 product messages every day. The messages that are too similar are the easiest to overlook.
If you are focused on the same features as everyone else - best price, best people, best service - then you will get lost in that shuffle.
Zappos has been able to turn ‘best service’ into a true advantage. But make no mistake about it, they work really hard at it. For them it goes far beyond a generous return policy and a customer service script. Their customer service is extraordinary and it’s built into their DNA.
So, the question remains, “are you different enough?” And the challenge is that you can’t just be different for the sake of being different. Your different has to actually provide a true competitive advantage. Your difference has to provide a benefit to your consumer.
How deep does your difference go?
Do you change the conversation from how the rest of your industry is talking? More importantly, when you communicate your difference to your consumer, are you establishing an emotional connection? A connection that will compel them? To just be different isn’t really enough, your difference has to be felt, deep in their bones.