Blanding: Why do all brands look the same to us and how to highlight yours?
Let's start with a question: How many truly distinctive and memorable brands can we name? (In addition to the obvious ones, such as Apple, Nike and Coca-Cola). Can we identify five quickly?
It's harder than it looks, isn't it? Let's think about our favorite brands of cars, clothing or home products. Do we really have a favorite? And if so, why?
Building a brand that really means something to our customers is a challenging task, full of details that we need to work on carefully. When the brand is not clear and does not communicate consistently with its audience, it misses the opportunity to differentiate and stand out in the market. It ends up blending in with the other brands, becoming generic and wasting business opportunities.
Homogenization in branding
One of the main reasons for the homogenization of brands is the over-reliance on technology. The fear of not keeping up with the demands of customers and competitors has led many companies to invest heavily in technology.
By prioritising technological efficiency, we often lose touch with the core values that have made the brand successful. Functionality and a seamless customer experience become the primary goals, often at the expense of brand identity.
However, it is not possible to differentiate a brand only through technology. When we look at websites or applications of retailers, banks or food delivery companies, the similarities are evident. How can customers choose from hundreds of brands that look the same to them?
It is difficult for the customer to remember a brand and choose products when there is no differentiation from competitors.
Another reason brands look the same is over-reliance on customer opinions. The ability to create a unique vision and stay true to yourself has been abandoned.
Don't let customers do the work.
In the incessant quest to satisfy the needs and desires of customers, it often becomes easy to become obsessed with the consumer and forget about the brand itself. This phenomenon is easily understandable – most publications, conferences or marketing advice emphasise the importance of putting customers first.
Phrases such as “Customers are the reason for the existence of the brand”, “customer centric” are common. While these claims are true to some extent, they can lead to a dangerous imbalance. Making decisions based solely on customer feedback may seem safe, but is it always the right choice?
The truth is that customers don't care about the brand as much as they think.They want the brand to be available when they need it, but other than that, they prefer to be left alone. Even ads considered brilliant can go unnoticed by these.
Building a strong brand is a complex task that requires difficult decisions and sacrifices. Clearly defining what a brand represents also means deciding what it does not represent. A decision that is never easy. But remember: Trying to please everyone is a recipe for mediocrity.
Don't settle for mediocrity in branding
If you settle for a generic brand that lacks a strong identity, you'll blend in with the others on the market. The brand will be like so many others – it will have a little bit of everything, without standing out from the crowd. And let's face it, that's not what you want, right? The goal is to be unique and different.
Creating a strong brand is not an automatic process; It requires creativity and courage. It's about freeing yourself from the ordinary and taking bold steps to stand out.
That said, what is the true meaning of marketing?
Marketing is about building bridges between the product/service and customers through the brand. It's about understanding the wants and needs of the audience, aligning those perceptions with the business.
It's not a matter of choosing between having a clearly defined brand or understanding customers. Both are vital to success. It is necessary to have a distinct brand that resonates with the target audience, while deeply understanding their desires and preferences.
And how to do that? Stay tuned for upcoming articles, where we'll share valuable insights and strategies to create a powerful brand that truly connects with customers. Let's unlock the true potential of marketing!
Blanding: Why do all brands look the same to us and how to highlight yours?
Let's start with a question: How many truly distinctive and memorable brands can we name? (In addition to the obvious ones, such as Apple, Nike and Coca-Cola). Can we identify five quickly?
It's harder than it looks, isn't it? Let's think about our favorite brands of cars, clothing or home products. Do we really have a favorite? And if so, why?
Building a brand that really means something to our customers is a challenging task, full of details that we need to work on carefully. When the brand is not clear and does not communicate consistently with its audience, it misses the opportunity to differentiate and stand out in the market. It ends up blending in with the other brands, becoming generic and wasting business opportunities.
Homogenization in branding
One of the main reasons for the homogenization of brands is the over-reliance on technology. The fear of not keeping up with the demands of customers and competitors has led many companies to invest heavily in technology.
By prioritising technological efficiency, we often lose touch with the core values that have made the brand successful. Functionality and a seamless customer experience become the primary goals, often at the expense of brand identity.
However, it is not possible to differentiate a brand only through technology. When we look at websites or applications of retailers, banks or food delivery companies, the similarities are evident. How can customers choose from hundreds of brands that look the same to them?
It is difficult for the customer to remember a brand and choose products when there is no differentiation from competitors.
Another reason brands look the same is over-reliance on customer opinions. The ability to create a unique vision and stay true to yourself has been abandoned.
Don't let customers do the work.
In the incessant quest to satisfy the needs and desires of customers, it often becomes easy to become obsessed with the consumer and forget about the brand itself. This phenomenon is easily understandable – most publications, conferences or marketing advice emphasise the importance of putting customers first.
Phrases such as “Customers are the reason for the existence of the brand”, “customer centric” are common. While these claims are true to some extent, they can lead to a dangerous imbalance. Making decisions based solely on customer feedback may seem safe, but is it always the right choice?
The truth is that customers don't care about the brand as much as they think.They want the brand to be available when they need it, but other than that, they prefer to be left alone. Even ads considered brilliant can go unnoticed by these.
Building a strong brand is a complex task that requires difficult decisions and sacrifices. Clearly defining what a brand represents also means deciding what it does not represent. A decision that is never easy. But remember: Trying to please everyone is a recipe for mediocrity.
Don't settle for mediocrity in branding
If you settle for a generic brand that lacks a strong identity, you'll blend in with the others on the market. The brand will be like so many others – it will have a little bit of everything, without standing out from the crowd. And let's face it, that's not what you want, right? The goal is to be unique and different.
Creating a strong brand is not an automatic process; It requires creativity and courage. It's about freeing yourself from the ordinary and taking bold steps to stand out.
That said, what is the true meaning of marketing?
Marketing is about building bridges between the product/service and customers through the brand. It's about understanding the wants and needs of the audience, aligning those perceptions with the business.
It's not a matter of choosing between having a clearly defined brand or understanding customers. Both are vital to success. It is necessary to have a distinct brand that resonates with the target audience, while deeply understanding their desires and preferences.
And how to do that? Stay tuned for upcoming articles, where we'll share valuable insights and strategies to create a powerful brand that truly connects with customers. Let's unlock the true potential of marketing!
