If you were a child growing up in the nineties in the UK, you no doubt would've heard of two characters called Zig and Zag.
They were unbearable puppets alongside Chris Evans on The Big Breakfast – watch the The Big Breakfast on YouTube. We're gonna do some of this today and talk about zigging and zagging because it's just one of those things that everybody tells you to do. You need to zag.
And I'm not gonna change that opinion. I think cookie-cutter businesses that are copying one another don't have the same leverage they could. They're just doing the same old thing.
So, going back to 2007, I was lucky enough to sit in a university lecture with John Heggarty.
He was a partner in an advertising agency called Barty Bogle Heggarty, or BBH. They created some fantastic ad campaigns.
And in 1982, they helped Levi's launch a pair of black jeans. That doesn't sound unusual now, but black jeans weren't a thing. Denim was always blue.
BBH ran a black sheep ad campaign to highlight black Levi's.
The advert was a hundred white sheep facing one way and a single black sheep just bucking the trend. Standing out.
The tagline at the bottom read - WHEN THE WORLD ZIGS, ZAG.
It was iconic.
It was responsible for zigging and zagging! Which has been adopted by so many people. It's distinctive.
Most brands just abide by industry conventions, which is excellent because you can break the conventions and become distinctive!
If you differentiate yourself from other brands, you will give yourself the best chance of being spotted and loved.
How to build a brand that stands out, by studying the competition
Every now and again, a question pops up – why do I need to look at what competitors do?
Let me share an exciting perspective. Studying your competitors can uncover new, thrilling ways to break industry conventions.
What do brands in your industry conventionally do? How is your specific product or service delivered? What are the challenges and fears that people have using those products?
How are you gonna mix your industry up and stand out?
If everyone else is a bit dull, why not break the mould, your customers will see you as modern, fun, edgy, and competitors will realise that the new kids on the block are most likely going to steal members of their youthful audience.
Differentiating your brand - how do we do that?
We've got 2.7 seconds to capture attention. We want them to invest their time into our brands and make us as irresistible and irreplaceable as we can be.
Standing out starts with strategy. Here's how I approach it.
The simplest way to do it is to narrow down our target markets - the last two blog posts covered this more - The Art of Repelling Customers and The Art of Attracting Your Dream Customers.
In essence, we don't want a broad target market - i.e. parents or shoppers. They're not useful and won't help you differentiate your brand.
Once you've identified your unique value proposition, you'll feel empowered to provide a solution that genuinely benefits your customer. This understanding is a powerful tool in differentiating your brand.
With industries evolving, so should our brands evolve. You will always chase your competitors if you are one step behind them.
How do you position yourself so you are one step ahead and competition is chasing you? It's not by offering similar services.
How do you deliver innovative services or products? Can you make it faster? Can you make it more accurate than competitors? How can you double down and be more front of mind for people?
Don't get stuck in the same old ways. Continuously bring something new to the table to ensure your business doesn't stagnate. This proactive approach will set you apart from the competition.
Test new products. Courses. Look at different products. Do more research!
The best solution is to look at the competition, identify them and then forget about them. You do not have time to worry about other people. If you spend too much time focusing on competition, you'll always be one step behind.
A quick way to analyse competition is with an old-school SWOT analysis. Look at your (and their) strengths, weaknesses, opportunities, and threats.
The gold nuggets lie in the weaknesses, opportunities and threats. Opportunities can be a place to innovate, and threats can be internal and external – a change in your sector, politics, the economy, and new competitors.
Take the time to consider what the competition is doing well and where they're coming up short. By finding where they fall short, you can implement and innovate! Ah ha!!! To make yourself distinctive.
Embrace a brand villain
Consider your brand has a villain. What epic story doesn't have a villain? A hero's nemesis. It can inspire you to pick out something that differentiates you.
What would Luke Skywalker be without Darth Vader? What would Batman be without the Joker? Simba and Scar? Every story needs a villain.
For example, Who Gives a Crap (purveyors of good toilet paper) names their customers villain as '2.4 billion people don't have access to a toilet'.
Back in the day, Apple picked a fight against stagnant technologies and its users.
Apple highlights differences and ends by saying, "No, I don't have that problem."
Does your brand need an enemy?
Not always, but it's a fun way to look at zigging and zagging. Who could your enemy be? The idea isn't to slander a competitor but to highlight why you rock, the values you stand for and why people should remember you.
It reaffirms your customer's social identity
Our social identities play a huge role in our purchasing behaviours. Whether we shop at Kmart or David Jones. The items we buy reaffirm our belonging to particular social groups. They also distance us from others.
Another example is your choice of car. If you buy a Tesla, that purchase visibly demonstrates your active role in climate change and fighting pollution. It reinforces your identity in consumers' minds and your own.
Having a visible enemy makes it easy for customers to understand who and what your brand stands for and whether a purchase from you can also fit into their social identity.
It encourages action
The second thing a villain can do is encourage action. Ever experienced health symptoms without knowing the cause? It's frustrating not being able to pinpoint the problem. You'll feel like any solutions are a stab in the dark.
When we invite our customers to become the heroes in our brand story, they might only know the symptoms of their problem, too. We need to identify what's getting in the way of their success – their villain. Once we name the villain, they can get the clarity and motivation to take action against them. And conquer that villain - Yaaaaarrr!
Who is your brand's villain?
What's stopping customers from achieving success? Are you zigging or zagging?
There's a few things to think about when looking into it:
- The brand enemy isn't how your customers feel but the cause of the feeling!
- When you are creating your villain, focus on one. You might think of a few, but keep it consistent and transform your brand story.
- Avoid picking a competitor as your brand villain. Think of it as what those competitors represent or how they operate that is the real enemy.
If you love this article, share it, and maybe look at some of my others.
Frequently Asked Questions
How do I make my brand stand out?
Stop trying to be everything to everyone. Narrow your target market, identify your unique value proposition, and deliver an experience your competitors cannot replicate. Differentiation comes from strategy first, then design and marketing.
What makes a brand unique?
A brand becomes unique through a combination of clear positioning, authentic personality, consistent execution, and a deep understanding of its audience. It is the total experience, not just the visual identity.
How do I differentiate my business from competitors?
Research your competitors and identify gaps in the market. Find what you do differently, then position your brand around that difference. Use emotional branding to connect with your audience on a level your competitors are not reaching.
