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Mastering both differentiation and distinctiveness is key for small businesses to stand out. Differentiation drives brand preference, while distinctiveness enforces brand visibility. Successful companies strike a balance — here is why and how to achieve both: |
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Differentiation: Why Customers Choose You
Differentiation gives people a clear, compelling reason to choose your business over another:
- Set yourself apart with a narrative rooted in creativity and storytelling, demonstrating your company’s innovation, strong values, functional benefits, etc.
- Stand for something meaningful and provide an emotional connection that resonates with your audience.
Distinctiveness: Why Customers Recognize You
Distinctiveness ensures your product/service is instantly recognizable through consistent and memorable assets:
- Product design, logos, taglines, etc., are distinctive markers that reinforce recognition.
- These elements act as mental shortcuts, making it effortless for consumers to recall your company in the moment as well as over time.
The Impact of Emotional Associations
Both differentiation and distinctiveness create unique brand associations:
- Tap into emotions to strengthen brand identity and deepen a connection with what matters most to consumers.
- By blending emotional depth with adaptability, your business leaves a lasting impact.
Differentiation provides a reason for consumers to choose your company, while distinctiveness ensures they recognize and remember it. Businesses that master both make a short-term impression and build a long-lasting memorable presence.
Source: Robin Landa – Professor, Kean University Orlando, reported in Inc.com