3 Reasons Why Creating a Compelling Point of Difference is More Important Than Ever
Having a unique and relevant point of difference is nothing new when it comes to building brands with strong consumer relevance and appeal. However, the ways in which consumers view and interact with the world have now changed forever. And with that change, the importance of a point of difference has escalated to new heights.
Here are three of the most pivotal challenges—and opportunities—for brands looking to create a winning point of difference in the pandemic (and post-pandemic) era.
Breaking the e-Replenish Cycle
Over the past few years, almost every industry has been feeling the acceleration of consumers’ shift to ecommerce, but the pandemic has brought the change on in full force. The most concerning aspect of this shift is the replenishment mindset, where consumers are either on an auto-refill schedule, or simply push a button to refill their cart with their go-to necessities.
In order to break through, brands need to assert their superiority over incumbent competitors, creating a compelling reason for consumers to alter their pre-set behaviors. They also need to assure consumers that switching is worth the perceived risk of potentially being let-down by the new experience (this is especially true for brands and retailers who once relied heavily on sampling).
Anticipating Altered Lifestyles
Yes, we’re all tired of the phrase “the new normal,” but the fact is, the way we live, work, communicate, celebrate and more is forever changed—and still changing. Even as society transitions away from stay-at-home orders and some people begin to venture back to work, school, restaurants and other places outside the home, many “new normals” will remain and emerge. These unique interpersonal dynamics will soon reveal a new set of consumer needs—perhaps even hybrid needs—that consumers will be eager to solve.
Brands who are able to observe and, more importantly, anticipate novel jobs-to-be-done will be rewarded. Ponder questions such as: Are there new occasions or rituals that have materialized from the pandemic? Can your brand provide additional, newly desirable benefits that others cannot?
Reshuffling Priorities
Everyone has experienced a unique set of circumstances during the pandemic, whether due to socioeconomic status, life stage, family composition, work situation or countless other factors. But despite the level of calm or chaos experienced, we are all emerging with a newfound perspective on life. New priorities, routines and perspectives on what’s important—and what isn’t. This especially comes to life from a cost perspective. During unprecedented events such as this, many people become more cost-conscious, so a compelling point of difference is essential to justifying price—whether it’s at premium or simply not the lowest.
Staying (or becoming) a priority for consumers in this new era will require listening—and acting. From approaching consumer touchpoints with empathy, to taking time to connect and educate in engaging and compelling ways, brands and products will need to earn their place in consumers’ lives in new, more meaningful ways.
Creating a point of difference has always been, and always will, be the key to unlocking success for brands, old and new. However, in this time of pivoting consumer needs, behaviors and mindsets, approaching the challenge with empathy and strategic foresight is more important than ever.
Is your brand’s point of difference ready for this new era, or is it in need of re-imagination? Email Becki Cedrone to discover how the power of Seed’s 7 Principles of Creating a Winning Point of Difference framework can help you create a future-proof plan for your brand today.
Angela Jones is a VP, Creative at Seed Strategy and Managing Editor for Seed’s e-mag, The Fire Theft Project: Conversations on Creativity. She specializes in capturing the essence of new ideas and helping lead teams towards a fully realized creative vision.
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