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The "better" trap
It's difficult for brands to resist wanting to be better than the competitor.
The trap hides in many places: faster, cheaper, easier, more responsive, better service, voted # 1, top-rated, guaranteed, are all ways of trying to be better.
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‘Better’ will always be a losing game for your brand
To get out of the trap, change your frame of reference. A brand is not a feature of benefits. It is a belief.
The belief is the new benefit. Features and benefits do have a place in your messaging, but they don't define your brand. They are not even the foundation of your brand.
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Shifting your paradigm
When your product and business model are 'better than X', your identity is tied to the other entity. You're always in some kind of comparative game.
A great brand is based on a belief your customers can experience in the future. This shifted perspective allows you to uncouple from the rules that makes your competitor stand out.
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4 Ways to be "different"
- Create a new category others are blind to. E.g., brands like L'Oreal and Estée Lauder defined beauty as something on the outside. Then someone dared to create a category others were blind to - wellness.
- Move from utility to lifestyle. Lifestyle brands are all about life moments that echo the brand's guiding beliefs.
- Change the focus. Brand-led companies show how they think differently by showing the user how the brand belief will change them.
- Change the reality. Smart companies reframe what people take for granted to adopt a new reality that benefits the brand. Eg., gut health or solo travel.
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Austin Wilson's ideas are part of this journey:
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