Imagine walking into a crowded marketplace, where every vendor is shouting about their unique product. Each booth claims to have the best, the most advanced, or the most original offering. As you navigate the chaos, it becomes clear that not everyone’s claim is true, and many stalls blend into one indistinguishable sea of noise. This scene is not unlike the modern brand landscape. The question is: in this noisy world, what drives brand growth — differentiation or distinctiveness?
Most brand managers will argue for differentiation. After all, what’s the point of being in business if your product or service isn’t different from others? However, as we dive deeper, we’ll see that distinctiveness — the ability to be easily and consistently recognizable — might just be the unsung hero of brand success.
The illusion of differentiation
Differentiation is the traditional approach to branding. It’s about crafting your product or service to be perceived as different in the market. Maybe it’s the materials, the speed, the taste, or the technology that makes it stand out. Differentiation is supposed to provide a clear reason why customers should choose your brand over another.
But here’s the kicker: most consumers don’t care about the nuances of differentiation as much as we think. In fact, for many products, the differences aren’t always clear or relevant to the average buyer. Think about mobile phones. Sure, each brand touts their latest features, but at the end of the day, many consumers just pick one based on their familiarity with the brand or what’s currently on promotion.
A famous example comes from the cola wars. Coca-Cola and Pepsi, two brands fiercely differentiated in their positioning, have fundamentally similar products — carbonated, sugary drinks. Yet Coca-Cola, despite being virtually identical to Pepsi, often outperforms in sales. Why? It’s not that Coca-Cola is better differentiated; it’s because Coca-Cola is more distinctive.
Distinctiveness: the silent driver of brand loyalty
Distinctiveness is about creating a brand that is instantly recognizable in any situation. It’s not necessarily about being different in function but being highly memorable in form. Think about McDonald’s golden arches, Nike’s swoosh, or the red soles of Christian Louboutin shoes. These brands don’t necessarily promise something wildly different in their product offering, but they’re etched into our minds because they are visually, verbally, and experientially distinctive.
Byron Sharp, a leading voice in marketing science, argues that brands grow not by being different but by being easy to notice and easy to remember. His research suggests that consumers often make purchase decisions based on what’s top of mind and easiest to recognize. This explains why so many market leaders focus on consistency in their brand assets — logos, colors, taglines, and even packaging. When people see something familiar, they gravitate towards it.
Take Coca-Cola, for example. It has maintained its iconic red color and distinct bottle shape for decades. While Pepsi has experimented with different designs and messages, Coca-Cola has leaned into what makes it instantly recognizable, using its distinctive brand assets to cement its place in the minds of consumers.
Differentiation vs. distinctiveness in real-world brands
Let’s explore another real-world scenario: the smartphone market. Apple and Samsung dominate globally, but their strategies tell different stories. Apple’s focus is heavily on distinctiveness. The iPhone’s sleek, minimalist design, the familiar white earphones, and the bitten-apple logo all make Apple products instantly recognizable. Even their packaging and in-store experience scream “Apple.”
Samsung, on the other hand, has put significant effort into differentiation. With each new product, they highlight their technological innovations — camera quality, screen size, durability. But here’s the twist: while many consumers are aware of these differentiations, Apple’s distinctiveness continues to drive its stronger brand loyalty and more consistent sales over time.
What matters more for brand growth?
The evidence tilts in favor of distinctiveness as the critical driver of brand growth. This isn’t to say differentiation is irrelevant. Especially in certain industries where product performance or quality can make or break a purchase decision (think healthcare or technology), differentiation plays a crucial role. But for most categories, consumers don’t have the time or energy to compare every feature or benefit. Instead, they rely on mental shortcuts — recognizing what they know and trust.
This is where distinctive brand assets come into play. Sharp refers to these assets as “mental availability.” The more your brand can be recognized quickly and easily across multiple touchpoints, the more mentally available it becomes to a consumer. And when consumers are faced with a choice at the store, they’re likely to choose the brand that’s more familiar, even if they haven’t spent much time comparing features.
How brands can leverage distinctiveness
- Consistency is key: Your logo, colors, fonts, and overall style should be consistent across all channels. Don’t experiment too often with new designs or messaging, as this can confuse consumers.
- Own your category codes: Each industry has its visual and verbal cues. For example, financial institutions often use blue to convey trust, while luxury brands use black for elegance. While being different is important, it’s equally important to be recognizable within your category.
- Distinctive assets don’t have to be flashy: They just need to be memorable. Think about Google’s simple homepage, which remains largely unchanged for years. Or Subway’s famous “five-dollar footlong” jingle that stuck in people’s heads for decades.
- Build emotional connections: While distinctiveness is about being recognized, differentiation can work alongside by building an emotional narrative. Think of the way Nike’s swoosh is not just a logo but a symbol of perseverance and overcoming challenges.
The debate between distinctiveness and differentiation is not about choosing one over the other. Both have their place in a comprehensive brand strategy. However, for brands looking to grow and stand out in a crowded market, distinctiveness often provides a faster route to success. In the end, the brands that win aren’t always the ones that scream the loudest about their differences but the ones that are most easily remembered.
By focusing on distinctiveness, brands can become more visible, more memorable, and ultimately, more successful.
References:
Sharp, B. (2010). How brands grow: What marketers don’t know. Oxford University Press.
Tybout, A. M., & Calkins, T. (2005). Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management. Wiley.