IN THIS 3-PART SERIES, WE’RE GOING TO EXPLORE SOME WAYS TO DIFFERENTIATE YOUR COMPANY AND CREATE A BADASS BRAND.
"Saying you are unique, or that you think outside the box, is the surest way to let people know youdon'tthink outside the box." - Badass People
PART I: BE MEMORABLE: SELL VENTI FRAPPACCINOS™, NOT COFFEE.
Badass brands utilizes new language, language not often used in their industry, as a means of differentiation. Starbucks is a great example as it is the only place you can order a Venti Frappuccino and, for a company whose product is 90% water, charge quite a premium on those caffeinated cocktails. Their unique naming system is one of many ways they set themselves apart from their competitors and I’d imagine loyal customers use that terminology when ordering in a non-Starbucks coffeehouse.
Nespresso has created a new category. Instant espresso has a low-end connotation, so instead they made up a new word and developed a high-end, high quality image associated with a good European espresso. While there are lots of pod coffee machines out there, Nespresso is in a category all on its own.
Using different words than your competitors is a great opportunity to set yourself apart. Often, in an attempt to be loved by everyone, companies often use words like “quality leadership, delighting customers, great customer service” to express what makes them great to work with. What do you do that’s better than everyone else, and how can you explain it using unique words? (Unique not being one of them!)
Instead of saying we are faster and cheaper, Geiko say "15 minutes will save you 15% or more on car insurance," a great example of using similar language, but in a differentiated way to be memorable.
You can use new words, the same words in a new way, or made-up words to set yourself apart from your competitors.
Read the copy on your competitors’ websites. Is your copy interchangeable with their's? Is there a way you can sell something nobody else is selling using different language? You can also try explaining what you mean, so instead of saying that you are innovative, explain what you mean by the word "innovative."