Blanding: why do all brands seem the same to us and how can we make yours stand out?
Let’s start with a question: how many really distinctive and memorable brands can we name? (Apart from the obvious ones like Apple, Nike and Coca-Cola). Can we identify five quickly?
It’s harder than it sounds, isn’t it? Let’s think about our favorite car, clothing or household product brands. 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 a brand isn’t clear and doesn’t communicate consistently with its audience, it loses the opportunity to differentiate itself and stand out in the market. It ends up blending in with other brands, becoming generic and wasting business opportunities.
Homogenization in branding
One of the main reasons for the homogenization of brands is the excessive dependence on technology. The fear of not keeping up with the demands of customers and competitors has led many companies to invest excessively in technology.
By prioritizing technological efficiency, we often lose touch with the fundamental values that have made the brand successful. Functionality and a smooth customer experience become the main objectives, often at the expense of brand identity.
However, it is not possible to differentiate a brand through technology alone. When we look at the websites or apps of retailers, banks or food delivery companies, the similarities are obvious. How can customers choose between hundreds of brands that look the same to them?
It is difficult for customers to remember a brand and choose products when there is no differentiation from competitors.
Another reason why brands look the way they do is their over-reliance on customer opinions. The ability to create a unique vision and stay true to itself has been abandoned.
Don’t let customers do the work
In the never-ending quest to satisfy customers’ needs and desires, it is often easy to become obsessed with the consumer and forget about the brand itself. This phenomenon is easily understandable – many publications, conferences and marketing advice emphasize the importance of putting customers first.
Phrases like “customers are the reason for the brand’s existence”, “customer centric” are common. While these statements are true to a certain 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 you might think. They want the brand to be available when they need it, but other than that, they prefer to be left alone. Even ads that are considered brilliant can go unnoticed by them.
Building a strong brand is a complex task that requires difficult decisions and sacrifices. Clearly defining what a brand stands for also means deciding what it doesn’t stand for. 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 bit of everything, without standing out for anything specific. And let’s face it, that’s not what you want, is it? The aim is to be unique and different.
Creating a strong brand is not an automatic process; it requires creativity and courage. It’s about breaking free 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 public’s wants and needs and aligning these perceptions with the business.
It’s not a question of choosing between having a clearly defined brand or understanding customers. Both are vital for success. It is necessary to have a distinctive brand that resonates with the target audience, while deeply understanding their desires and preferences.
And how do you do that? Stay tuned for the next few articles, where we’ll share valuable insights and strategies for creating a powerful brand that truly connects with customers. Let’s unlock marketing’s true potential!
Blanding: why do all brands seem the same to us and how can we make yours stand out?
Let’s start with a question: how many really distinctive and memorable brands can we name? (Apart from the obvious ones like Apple, Nike and Coca-Cola). Can we identify five quickly?
It’s harder than it sounds, isn’t it? Let’s think about our favorite car, clothing or household product brands. 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 a brand isn’t clear and doesn’t communicate consistently with its audience, it loses the opportunity to differentiate itself and stand out in the market. It ends up blending in with other brands, becoming generic and wasting business opportunities.
Homogenization in branding
One of the main reasons for the homogenization of brands is the excessive dependence on technology. The fear of not keeping up with the demands of customers and competitors has led many companies to invest excessively in technology.
By prioritizing technological efficiency, we often lose touch with the fundamental values that have made the brand successful. Functionality and a smooth customer experience become the main objectives, often at the expense of brand identity.
However, it is not possible to differentiate a brand through technology alone. When we look at the websites or apps of retailers, banks or food delivery companies, the similarities are obvious. How can customers choose between hundreds of brands that look the same to them?
It is difficult for customers to remember a brand and choose products when there is no differentiation from competitors.
Another reason why brands look the way they do is their over-reliance on customer opinions. The ability to create a unique vision and stay true to itself has been abandoned.
Don’t let customers do the work
In the never-ending quest to satisfy customers’ needs and desires, it is often easy to become obsessed with the consumer and forget about the brand itself. This phenomenon is easily understandable – many publications, conferences and marketing advice emphasize the importance of putting customers first.
Phrases like “customers are the reason for the brand’s existence”, “customer centric” are common. While these statements are true to a certain 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 you might think. They want the brand to be available when they need it, but other than that, they prefer to be left alone. Even ads that are considered brilliant can go unnoticed by them.
Building a strong brand is a complex task that requires difficult decisions and sacrifices. Clearly defining what a brand stands for also means deciding what it doesn’t stand for. 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 bit of everything, without standing out for anything specific. And let’s face it, that’s not what you want, is it? The aim is to be unique and different.
Creating a strong brand is not an automatic process; it requires creativity and courage. It’s about breaking free 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 public’s wants and needs and aligning these perceptions with the business.
It’s not a question of choosing between having a clearly defined brand or understanding customers. Both are vital for success. It is necessary to have a distinctive 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 for creating a powerful brand that truly connects with customers. Let’s unlock the true potential of marketing!
