Step inside of any grocery store or shopping mall and it becomes immediately clear – most goods and services these days are marketed and distributed with one goal in mind: outbidding and outselling the competition. Yes, it’s true; brand identity seems to have shifted from a focus on honesty and individuality to an oftentimes truth-clouding race to keep up with business trends.
And what is the result? Not just the boring homogenization of available products, but also a simple case of ineffective branding strategies across a wide range of industries. Clearly, when every available option is made of the same ingredients, boasts the same qualities, or is reputed to have the same effects, customers are left with not much to choose from. And, when that happens, consumers usually opt for a familiar brand, an old favorite, rather than something new.
Imagine, for instance, you’re perusing the toothpaste aisle at your local supermarket, ready to make a purchase. All the various brands and labels blend together in a sea of monotony, with all the same guarantees. Whether you’re looking for “Extra Whitening,” “Cavity Protection,” or “Tarter Control,” your sure to find a brand offering just that. So, how do you make your choice?
As it happens, most people tend to choose one brand and stick with it for good. In that sense, what you bought last month will most likely determine your purchase this time around. Chalk it up to human nature if you like, and our inherent love of tradition along with a simple yet significant fear of change. The fact is, we generally stand by what we know unless we have a good enough reason to choose something new.
Ultimately, consumers are not so easily swayed as we might like to think. Therefore, keeping up with the trends is not the only answer when it comes to industry competition. An effective brand requires more than flashy logos and empty promises.
That’s why an approach to branding should be both emergent and original, resulting in a brand identity that grows out from within. To successfully compete in the market, each company must first develop and understand their own brand. After all, the purpose of the brand is not to mirror, but rather to set the product or service apart from the competition. This is the key to truth in branding, a strategy that consumers will simultaneously recognize and appreciate when making their purchase decisions.
Craig Johnson is the chief strategist and co-founder of Matchstic, a premier brand identity house. His Atlanta branding agency helps organizations create passionate brands that are memorable, relevant, and lasting. Specializing in brand development through brand positioning and branding strategy, brand and product naming and brand identity services, Matchstic’s brand architects forge positive change and accomplish business objectives through creative thinking and smart design.
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