Different is dead. Distinct wins.

Brands are tripping over themselves to be different. Chasing shiny object, they’re latching themselves onto every fleeting trend, like an action hero clinging to a landing gear, who just can’t accept the plane is taking off without them.

Marketers are relentlessly contorting the identity of the brands they are supposed to be the custodians of in the hopes of standing out, or dare I say it: ‘going viral’.

Unfortunately for these marketers and the brands they wield so much power over, being different doesn’t matter. Being distinct does.

Difference is fleeting, and, as many of these brand leaders are being to discover, it’s an endless chase with no final destination. Difference is a shout of desperation from brands lost in a sea of blandification, where the lack of training in the marketing profession is most strongly felt.

Distinction, in contrast, is a confident stride. The outward representation of an entity that knows exactly who it is, what it stands for, where it’s going and, most importantly, where it’s not going.

Our industry has become so obsessed with being different that we’ve forgotten the most fundamental principle of brand—it’s not about being the loudest, highest pitched or wacky voice, it’s about being the most memorable. People don’t need more noise when they’re already overloaded with choice and distraction. On the contrary, they need clarity. Something tangible they can recognise and trust amidst this daily chaos.

The Illusion of Novelty

Chasing trends is killing brands. In their desperation to stay relevant, a misaligned belief that aligning with the latest fad will capture the attention of a fickle audience is a dangerous illusion.

Trends are inherently unstable. They shift and dissolve, leaving nothing substantial to hold onto. When a brand hinges its identity on what's popular at the moment, it becomes a slave to the ever-changing whims of the market.

Meme culture sees social media flooded with low-effort meme-inspired content, hoping to go viral. But this type of content has a short shelf life. And let’s be honest, by the time a brand's legal team approves the content, the moment has passed. The brand looks out of touch, desperate, and worst of all, forgettable.

Beyond the superficiality, chasing trends exacts a heavy toll.

It dilutes brand identity. When you’re constantly changing to fit the latest trend, you erode the core elements that make a brand unique. Your identity becomes a patchwork of borrowed ideas, none of which truly belong to you.

It erodes trust. People crave authenticity. They can sense when a brand is being disingenuous. If you're always shifting to align with the next big thing, customers will question your sincerity and commitment.

It drains resource. Adapting to every new trend requires time, money, and effort. These are resources that could be better invested in strengthening your long-term brand building efforts.

Let's put this into a hypothetical example—one that could be likened to many failed brands over the past decade.?

Brand X, a once-prominent retailer. In an attempt to stay "cool," they rebranded themselves multiple times within a few years, each time aligning with the latest market trend. First, they were all about minimalism, next they pivoted to maximalist streetwear, and then to eco-friendly products.

People couldn't keep up. What did Brand X stand for? What could they expect when walking into a store? The inconsistency bred confusion and frustration. Sales plummeted, and loyal customers drifted away, lured by brands that knew who they were and stayed true to it.

Brand X wouldn’t have failed because they didn't try hard enough to be different. They would have failed because they forgot who they were. They lost their distinct identity in the pursuit of perpetual novelty.

The Authenticity Gap

This is the authenticity gap. Social media exposes every misstep, every hollow marketing ploy. Our audience are savvy; they engage with brands and expect authenticity.

When brands chase trends, they often do so superficially. They adopt the aesthetics without understanding the underlying culture or values. This creates this authenticity gap—a disconnect between what the brand portrays and what it truly represents.

This gap can be disastrous. Remember the backlash against brands that attempted to capitalise on social movements without backing their words with actions? People rightly called them out, leading to PR nightmares and lasting damage to brand reputation.

Authenticity can't be faked. It must be rooted in the brand's core identity, values, and actions.

The Psychology of Recognition

Human beings are hardwired to recognise patterns. When we’re saturated with stimuli, our brains seek out familiar cues to make sense of the chaos. This is where brand distinctiveness becomes a powerful tool.

Distinctive brands leverage consistent visual and emotional cues that trigger recognition. This recognition leads to trust, and trust leads to loyalty. When people can easily identify a brand amidst a cluttered marketplace, they are more likely to engage and make purchasing decisions.

Marketing scientist Byron Sharp emphasises the importance of "mental availability"—the likelihood that a brand comes to mind in buying situations. Distinctiveness enhances mental availability by creating strong memory structures associated with the brand.

By consistently reinforcing distinctive assets—logos, colours, slogans, sounds—a brand occupies mental real estate. Over time, these assets become shortcuts in the consumer's mind, simplifying decision-making processes.?

Because markets are inherently volatile, distinctiveness is the only true long-term strategy.?

Economic downturns, technological disruptions, and shifting behaviours can destabilise even the strongest brands. Distinctiveness acts as a stabilising force.

Distinct brands are more resilient, less susceptible to competitive threats. Their unique identity creates a moat that competitors can’t easily cross.

Distinct brands are adaptable. Because their core identity remains stable, they can adapt tactically and strategically to market changes without losing their essence.

Distinct brands drive loyalty. And in tough times, loyal customers become a lifeline. Distinct brands create deeper connections, turning customers into advocates.

For these reasons, distinctiveness isn't just a branding strategy—it's a sound financial decision. Distinct brands can command premium pricing. Consumers are willing to pay more for brands they perceive as unique and trustworthy.

Consistent branding reduces the need for extensive explanations or introductions. Marketing efforts become more efficient, stretching budgets further. By building a strong brand equity, companies can enjoy sustained growth, attract better talent, and create shareholder value.

Levi's is a great example of leveraging distinctiveness for long-term success. Founded in 1853, Levi's has weathered economic depressions, wars, and countless fashion trends.

Their red tab logo, the iconic two-horse patch, and the classic 501 jeans have remained constants. While they innovate in styles and cuts, the core identity is unmistakable.

Levi's doesn't chase trends; they set the standard for denim. Their commitment to quality and authenticity resonates across generations. This distinctiveness has allowed them to remain relevant for over a century.

The Comfort of Familiarity

Brands that offer consistent experiences become anchors for people navigating a sea of choices. After all, in an unpredictable world, familiarity provides comfort.?

Consistency across touch points—visual identity, messaging, customer service—reinforces trust. When people know what to expect, they feel secure in their decision to engage with a brand.

But consistency can’t be about monotony. It needs to be a focus creating a cohesive narrative that spans all aspects of the brand.

For visual consistency, using the distinct brand assets, colour schemes, and design elements creates visual harmony. It ensures that whether a person is on your website, app, or in-store, the experience feels unified.

And that should be brought to the fore by a? consistent tone of voice that humanises the brand. Wherever the communication -? through social media, advertising, or customer service, language must reflect the brand's personality.

Building Brand Saliance Through Repetition

Repetition is a powerful tool in psychology. Repeated exposure to a stimulus increases familiarity, which in turn breeds preference—a phenomenon known as the mere-exposure effect.

By consistently presenting the same brand elements, you strengthen memory associations. Over time, these associations become automatic responses.

Inconsistency can dilute brand salience. When brands frequently change their messaging or appearance, it confuses consumers and weakens the mental associations they've built.

Brand dilution can occur through inconsistent messaging, visual incoherence and product misalignment. If you’re sending mixed signals about what the brand stands for, frequently changing core brand assets or introducing products that don’t align with the brand’s core identity, you’re diluting the brand.?

Cadbury has maintained consistent branding for over a century. The distinctive purple packaging and cursive logo are instantly recognisable.

Despite changes in ownership and market trends, Cadbury has preserved its core identity. Their messaging revolves around joy and indulgence, resonating with people across generations. Their commitment to consistency has solidified Cadbury as a beloved brand.

7 Steps to Build Distinction

Step 1: Brand Identity

Understanding who you are as a brand is the foundation of distinctiveness. Why does your brand exist beyond making a profit? What change do you want to effect in the world?

Identify the core principles (values) that guide your decisions and behaviours.

Know who you're speaking to, what they care about, and how your brand fits into their lives.

Step 2: Visual and Sensory Identity

The biggest trap is thinking that a distinct brand stops at logos or a colour palette. In reality, it’s developing a rich sensory experience that embodies your brand's personality at every touchpoint. Visual elements are crucial, but to truly stand out, you’ve got to consider engaging all the senses.

Your visual language should be consistent and reflective of the brand. This includes typography, imagery, iconography, and even the layout principles you’re working to. Every visual element should tell a part of your story, coming together to form a cohesive narrative that is unmistakably yours.

But the most distinct brands don't stop at visuals. Think about the sounds associated with your brand. Signature audio cues, like Intel's iconic chime or the startup sound of a Mac, can become powerful identifiers. These auditory elements can trigger instant recognition and recall, embedding your brand deeper into the consumer's psyche. Mastercard just launched the first haptic brand - yep, that’s a vibration folks.

For brands with physical locations, scent can be a powerful tool. Abercrombie & Fitch, for example, famously infuses their stores with a signature fragrance, creating an immersive environment that customers associate specifically with them. This multi-sensory approach can enhance the overall brand experience, making it more memorable and distinctive.

Step 3: Develop a Distinctive Brand Voice

Your brand's voice is the personality behind the words—it’s how you communicate with the world. It should be a genuine reflection of your values and the essence of your brand. Whether you're writing a tweet, an email newsletter, or customer service responses, your voice should be consistent and recognisable.

This means defining a tone that resonates with the people you’re trying to talk to. Are you formal or casual? Playful or serious? Inspirational or pragmatic? Your language choices, the rhythm of your sentences, and even the humour you employ all contribute to this voice.

Consistency is key because if your brand voice wavers across platforms or over time, it will confuse your audience and weaken your identity. A strong, uniform voice builds trust and fosters a deeper connection with your audience, making your communications more effective and your brand more memorable.

Step 4: Tell Compelling, Consistent Stories

Stories are the heartbeat of human connection. They evoke emotions, create memories, and inspire action. By weaving storytelling into your brand strategy, you tap into a powerful means of building a deeper relationship with your audience.

Begin with your own story. Share the journey of your brand—why you started, the challenges you've overcome, your mission and vision for the future. This narrative humanises your brand, making it more relatable and engaging.

Incorporate customer stories as well. Testimonials, case studies, and user-generated content showcase real experiences with your brand. They provide social proof and allow potential customers to see themselves in those stories.

Don't forget the voices within your organisation. Employee stories can highlight the people behind the brand, showcasing the passion and dedication that drive your business. This not only strengthens internal culture but also presents a more authentic and transparent image to the outside world.

And once you find a storytelling angle that works, please, I beg you, stick with it for more than 3 months.

Step 5: Innovate Within Your Framework

Innovation is essential for growth, but it should never come at the expense of your brand identity. The key is to innovate in ways that enhance and align with who you are, rather than chasing every new trend that comes along.

When developing new products or services, ensure they align with your core purpose. Innovation should solve real problems for your customers while reinforcing what makes your brand unique. This keeps your offerings fresh and relevant without straying from your foundational identity.

Explore new marketing channels to reach your audience, but maintain consistent messaging across all platforms. Whether it's a new social media network or an emerging technology, adapt your content to fit the medium while staying true to your brand voice and values.

Continuously refine the customer experience. Seek out ways to make interactions smoother, more enjoyable, and more aligned with your brand promise. This could involve adopting new technologies, improving customer service processes, or personalising experiences—all while staying grounded in your brand's core identity.

Step 6: Have Meaningful Interactions

Building a brand isn't a solo endeavour; it's a dialogue between you and the people you’re trying to reach. Engage with your customers in ways that foster real connections and cultivate a sense of community.

Create spaces—both physical and virtual—where your customers can interact not just with your brand, but with each other. This could be through community events, online forums, or social media groups. When people feel they are part of a community, their connection to your brand deepens.

Listen actively to feedback. Encourage conversations, respond to comments, and show that you value your customers' opinions. This two-way communication builds trust and can provide valuable insights into how you can better serve your audience.

Align your brand with societal issues that matter to both you and your customers. Corporate social responsibility isn't just good ethics; it's good business. When your actions demonstrate a commitment to shared values, you strengthen the emotional bond with your audience.

Step 7: Measure and Adapt

In the pursuit of distinctiveness, it's crucial to remain attentive to how your brand is perceived and be willing to make informed adjustments along the way.

Track key brand health metrics such as awareness, perception, and loyalty. Use surveys, social listening tools, and analytics to gather data on how your brand is performing in the minds of consumers. Just don’t get so bogged down by them that you're afraid to move.

Stay attuned to evolving needs and preferences. Consumer insights can reveal shifts in attitudes or behaviours that may impact how your brand should communicate or what it should offer. Regularly gather and analyse this data to stay ahead of the curve.

When adjustments are necessary, make them strategically. Any changes should reinforce your brand identity, not compromise it. Adaptation is about refining and strengthening your distinctiveness, ensuring it remains relevant in a changing world. It’s not about ripping everything up and starting again every few months.

Case Study: The Success of Airbnb

Airbnb revolutionised the hospitality industry not by mimicking established hotel chains but by embracing a distinct identity rooted in belonging and community. Their mission—to create a world where anyone can belong anywhere—guides every aspect of their brand.

The Bélo symbol, a simple yet profound representation of belonging, is consistently used across all platforms, reinforcing their message. This visual identity is supported by narratives that highlight personal connections and shared experiences, differentiating Airbnb from traditional accommodation providers.

Innovation at Airbnb is always in service of their core mission. The introduction of "Experiences" expanded their offerings while deepening the sense of community and belonging. Rather than diluting their brand, these innovations reinforced what makes Airbnb unique.

Their success lies in this seamless integration of identity and innovation. By staying true to who they are, Airbnb has built a distinctive brand that resonates deeply with a global audience.

Brands That Got It Right

Tesla: Revolutionising with Purpose

Tesla didn't just enter the automotive industry; they redefined it. Their unwavering mission to accelerate the world's transition to sustainable energy is at the heart of everything they do.

Every Tesla vehicle is a manifestation of this purpose, featuring cutting-edge electric technology wrapped in a design aesthetic that is both futuristic and unmistakably theirs. The sleek lines and minimalist interiors set Tesla apart in a market crowded with conformity.

Elon Musk's bold and often controversial persona amplifies Tesla's distinctive identity. His leadership embodies the brand's values of innovation, audacity, and a relentless pursuit of transformative change.

Tesla's focus isn't on being different for the sake of it but on being true to their mission. This commitment has cultivated a passionate customer base and positioned them as leaders in sustainable technology.

Starbucks: Creating a 'Third Place'

Starbucks set out to offer more than just coffee—they aimed to create a "third place" between home and work where people could relax, connect, and be part of a community.

Walking into any Starbucks around the world, you experience a familiar atmosphere: the warm lighting, the comfortable seating, the inviting aroma of coffee. This consistency fosters a sense of comfort and belonging.

Personal touches, like writing customers' names on cups, enhance the feeling of being seen and valued. It's a small gesture with a big impact, making each interaction feel personal.

While Starbucks adapts to local cultures—offering region-specific products or store designs—they never lose sight of their core identity. This balance of global consistency and local relevance strengthens their distinctiveness.

Harley-Davidson: Cultivating a Lifestyle

Harley-Davidson isn't merely selling motorcycles; they're selling a way of life. Their brand embodies freedom, rebellion, and the open road.

The roar of a Harley engine, the iconic shield logo, and the classic design elements all contribute to a brand identity that is instantly recognisable. These elements aren't just marketing tools—they're symbols of a culture.

By fostering communities like the Harley Owners Group (HOG), they deepen the connection with their customers, turning them into brand ambassadors. These communities celebrate the shared values and experiences that define the Harley lifestyle.

Harley-Davidson's commitment to their heritage doesn't prevent them from innovating. They embrace new technologies and adapt to modern times, but always in ways that enhance their distinct identity rather than compromise it.

The Risks of Ignoring Distinction

Ignoring the importance of brand distinctiveness can lead to serious consequences that undermine your business's long-term success.

When a brand becomes commoditised, it loses its unique value proposition. Products or services become interchangeable with those of competitors, leading consumers to make choices based solely on price or convenience. This lack of loyalty makes it difficult to maintain profitability and market share.

Inconsistent branding breeds confusion. If consumers don't understand what your brand stands for or what to expect from it, they are less likely to engage or make repeat purchases. This weakens brand recall and can result in negative word-of-mouth, further eroding your customer base.

Brands without a strong identity are more vulnerable to competitive threats. New entrants can easily capture market share if there's nothing distinctive setting your brand apart. Additionally, in times of market shifts or crises, these brands struggle to adapt and recover, lacking the loyal customer base that could support them through challenging periods.

Embracing Distinctiveness

To build and maintain a distinct brand, commitment must start at the top. Leadership needs to clearly articulate the brand's purpose and values, ensuring that every strategic decision aligns with this foundation. Investing in initiatives that reinforce brand identity is crucial, as is fostering an organisational culture that lives and breathes these values.

Employees are your brand's ambassadors. Equip them with the tools and knowledge they need to represent the brand effectively. Encourage them to make decisions that align with brand values and recognise their contributions. When employees are engaged and empowered, they can authentically convey your brand's distinctiveness to the outside world.

Putting the customer at the heart of your strategy means delivering personalised experiences without compromising your brand identity. Actively seek customer feedback and incorporate it where appropriate. Every interaction should add value, reinforcing the reasons why customers choose your brand over others.

Strategic partnerships can amplify your distinctiveness when aligned properly. Collaborate with organisations that share your ethos, ensuring that any joint initiatives reinforce rather than dilute your brand. Co-branding opportunities should be approached thoughtfully, always keeping your core identity in focus.

Continuous learning is essential. Stay informed about market trends and competitor movements, but always assess them through the lens of your brand identity. Innovation should be pursued when it aligns with your purpose, enhancing your distinctiveness rather than detracting from it.

Overcoming Internal Resistance

Shifting towards a focus on distinctiveness may require significant organisational change, and resistance is natural. Clear communication is vital—articulate the reasons for the shift and the benefits it brings to all stakeholders. Provide training and development opportunities to equip your team with the necessary skills.

Balancing short-term pressures with long-term goals is a common challenge. Set realistic expectations and align stakeholders on timelines and milestones. Demonstrating quick wins can build momentum and support for the strategy without compromising long-term objectives. Emphasise the importance of brand equity measures alongside financial metrics to highlight the value of investing in distinctiveness.

Cultivating a culture that values distinctiveness involves leading by example. Leadership should model the behaviours they wish to see throughout the organisation. Recognise and celebrate teams and individuals who exemplify brand values. When recruiting, seek out individuals who align with your brand's ethos to strengthen the culture from within.

The Role of Innovation in Distinctiveness

Innovation and distinctiveness are not mutually exclusive—in fact, they can enhance each other when approached thoughtfully.

Take LEGO's reinvention as an example. Facing a crisis due to over-diversification, they refocused on their core—creative play with brick-based sets. By partnering with popular franchises like Star Wars, they expanded their appeal without diluting their brand. Embracing digital integration through video games and movies aligned with their mission and reinforced their distinctiveness.

Balancing tradition with modernity allows brands to remain timeless yet contemporary. Heritage brands can utilise their history as a differentiator while adopting modern practices that enhance customer experience. Technological advancements should be implemented when they add value without altering the brand's essence.

Product evolution is important to meet current needs, but it must stay true to core competencies. Innovation should always reinforce what makes your brand unique, ensuring that new offerings enhance rather than confuse your brand identity.

The Emotional Connection

At the heart of every strong brand is an emotional connection with its audience. Emotions drive purchasing decisions more than logic ever will.

Developing a brand personality that resonates emotionally involves identifying the values and attributes that align with your audience's desires and aspirations. Whether it's joy, nostalgia, empowerment, or security, tapping into these emotions makes your brand more relatable and compelling.

Consistent emotional messaging across all communications reinforces this connection. Every advertisement, social media post, or customer interaction should evoke the desired emotional response, strengthening the bond between your brand and your audience.

Creating shared experiences further deepens this connection. Hosting events, encouraging user-generated content, and engaging in social causes that matter to your audience demonstrate that your brand is more than a product or service—it's a community.

Storytelling is a powerful tool in building emotional equity. Crafting narratives that illustrate your brand's journey, mission, and impact makes your brand memorable and shareable. Utilise various media—video, audio, written content—to tell these stories across platforms, reaching your audience wherever they are.

Forget Different. Be Distinct

In the relentless pursuit of being different, many brands have lost sight of what truly matters: being themselves.

Anyone can be different by simply doing the opposite of what others are doing. But being distinct—that requires courage, clarity, and consistency. It's about digging deep to understand who you are as a brand and having the conviction to stay true to that identity, even when the allure of the latest trend beckons.

When you embrace distinctiveness, you become irreplaceable. No competitor can replicate your unique identity. You build lasting relationships as customers connect with you on a deeper level, drawn to your authenticity and consistency. This leads to sustainable success—your brand doesn't just experience fleeting moments of popularity but establishes a legacy.

So take a stand. Invest in building a presence that's unmistakably yours. In a world obsessed with change, be the constant that people can rely on. Please forget trying to being different for the sake of it. Be distinct.