To stand out in a competitive environment, you need to find new ways of thinking. Sometimes ideas can lead to significant changes. So, at one timeHenry Fordconvinced the US government to build a highway system before the automobile existed. Spotify, on the other hand, has changed the game in the music industry. But the key here isn’t the scale, it’s how companies found ideas that didn’t exist yet.
Our answer is a radical differentiation approach that will turn your marketing worldview 180 degrees and teach you to think “out of the box.”
How to stand out from your competitors
Read also : How to Create a Successful Brand: 5 Key Steps
Content
Some interesting facts
What is the method of radical differentiation in simple words
Principles of the method: create a successful brand step by step
Tips for Determining Market Viability
17 checkpoints to open new paths for brand development
Conclusions
Some dry facts:
The Radical Differentiation method was created by branding guru Marty Neumeier , also known as the “Chief Transformation Officer.”
Marty is known for his collaborations with some of the biggest names in the modern world – Apple, Google, Facebook, PayPal, etc.
Radical differentiation is a business strategy that is described in detail in Marty Neumeier's book , Zag: The Ultimate Guide to Branding.
This is a step-by-step guide for marketers who want to create a brand that is recognized in the modern world when traditional strategies no longer work.
By the way, the publication is included in the list of the 100 best business books of all time, and the work itself is called “the new GPS for marketers.”
The idea behind the radical differentiation method is to understand what your customer really needs. The strategy will help in defining the market specialization and identifying the main customer needs.
The method avoids the use of traditional marketing practices, making it the key to your brand's success and recognition.
Marty Neumeier's method of radical differentiation has been used by many companies to create powerful brands. Here are just a few examples: Airbnb, Procter & Gamble (Old Spice and Gillette brands), Lyft (Uber brand), Coca-Cola, Nike.
What is the method of radical differentiation in simple words
The method of radical differentiation helps to create a product that covers the needs of a specific group of consumers. In simple words, this will create a significant competitive advantage for you in the market. A product that serves a specific group of people with a specific value should become the only one in its category.
In today's business world, you have only two options: exist or grow. If you choose to grow, then you need to learn to think differently than your competitors. Below we will tell you about the main steps that will help differentiate your product and make it stand out from others.
How to stand out from your competitors
Principles of the method: create a successful brand step by step
Get rid of your own internal prejudices.
The market is very competitive, and conventional marketing methods are no longer enough to attract customers. Pay attention to your internal biases and factors that hold you back. Maybe you are afraid of the unknown or want to achieve perfectionism in all aspects? The willingness to take risks will help you gain a significant competitive advantage. Make a “knight’s move” that will challenge you and your team. Think outside the box, but take into account and anticipate market trends.
Target the minimum viable market.
You can’t stand out if you try to beat everyone at once. Start by targeting a small group of like-minded consumers. Radical differentiation is about taking a stand, so your audience must share the same values and views. In the early stages, this will not only help you increase sales, but also build customer loyalty.
Remember that even the most popular brands started with a small target market that expanded over time. However, keep in mind that the target group you choose must be the right size for you to start making a profit.
Define your characteristics.
This process is about creating a clear and harmonious user experience. Make decisions that will help improve the product and make it easier to manage your business. Find dubai cell phone number list a niche where you can make a difference and ask yourself specific questions:
What do I want to do?
What am I not going to do?
What am I going to say?
The ultimate goal is to create an optimal pricing policy, as well as a specific message for the target audience. Using various practices will help you find your own difference. It should differentiate the product in the category among competitors, and also meet consumer expectations.
But that doesn’t mean you should come up with a potential new business strategy. It’s okay if your company’s website or communications method is similar to others in the market. The key is to meet the expectations of your viable market. This will help you become the single best choice for the small group of people who see value in your product.
Use emotional stimulation.
You can endlessly tell people about the values of a particular product, but nothing can replace real emotions and experiences. A marketing message should contain not so much information as new sensations that people will associate with the brand. Emotional "shakes" will help attract the audience's attention without resorting to tricks.
