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Getting Ahead Can Mean Going in a Different Direction
As a brand strategist and marketer, one of the most powerful books I’ve ever read – and one that deeply shaped the way I view my craft – is Different: Escaping the Competitive Herd by Youngme Moon. Originally published in 2010, the salient principle of avoiding a sea of sameness by sometimes taking an altogether different direction instead of just trying to get ahead of the competition continues to ring true. In the book, Moon offers thought-provoking insights and resounding examples of the value of using authenticity to stand out, particularly in a crowded marketplace. Here are a few of my favorite quotes from the book:
- “To be different in a world that is becoming more and more the same is an act of defiance. It is an Act of Courage.”
Standing out is not just a marketing strategy; it’s a bold decision to set your company apart from your competitors'.
When I worked in healthcare delivery, our team adopted this philosophy in our advertising by showing healthy people who got a second chance at the beautiful things in life rather than playing on people’s fears and using cliche images like a racing ambulance or a gurney crashing through doors to the ER. I mean…who wants to be THAT person? We were selling health – not healthcare.
- “The more we compete, the less we gain. Instead, we become more like our competitors and less unique.”
Companies often end up mimicking their competitors and thus become one of the ‘herd.’
While it’s important to understand how your competitors are going to market, allow your team to use creativity to pursue true innovation for your company. One simple example is when completing a brand refresh for a technology solutions company, we chose fuchsia as our signature color. While most companies in the tech space have relied on blue, gray, or black, perhaps to evoke a sense of stability and seriousness, we bucked the status quo and chose fuchsia. Full of life and energy, fuchsia reflected our value of “hunger’ and boldness. You can bet our teammates stood out at conferences, on trade show floors, and in LinkedIn feeds!
- “The true measure of success is not whether you stand out but whether you have created a category where you are the only one standing.”
The more crowded the marketplace, the more critical it is to have a strong and unique identity that resonates with customers. And you can’t just be different for the sake of standing out. Customers can sense authenticity with every interaction. The best example here is from Moon’s book:
In the very crowded category of furniture sales, IKEA is a monolith. From their maze-like store experience to their playful branding and self-service and self-assembly approach, their affordable designs have become iconic the world over. Shopping there is truly an experience…making it a true standout in its category.
Are you ready to defy norms and embrace the courage it takes to be authentically different? Whether it’s through bold colors, an unexpected brand message, or a reimagined customer experience, be a rebel and let your brand reflect your unique values and vision. Be bold, be brave, be different!
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