You’ve got competitors everywhere you look. So why should a customer choose you, and not one of them? It’s more than trying to be different—it’s about being perceived as different. Perceived differentiation is the unique value your audience believes you offer, even if your products or services are similar to others. It’s what makes customers choose you over the competition.
Consider these examples of Perceived Differentiation
- Coke vs. Pepsi: At their core, both are cola beverages with similar taste profiles. However, Coke emphasizes nostalgia, timelessness, and tradition in its branding, while Pepsi focuses on youthfulness, pop culture, and a modern edge. The products are nearly identical, but the messaging creates distinct perceptions.
Coke’s perceived difference means profit: Coke as a 69% market share. - Lyft vs. Uber: Both companies offer the same core ride-sharing service, yet Lyft markets itself as the friendlier, community-oriented option, while Uber leans into being sleek, efficient, and business-like. These subtle narrative shifts influence consumer preferences. Again, it works: Uber has a 76% Market Share.
- Nike vs Adidas: Nike is known for its performance-oriented wear and innovative design, while Adidas focuses on being more stylish. Although Adidas had the market to itself for over 20 years, Nike now sells more than twice as much as Adidas today.
So, how do you ensure your unique message reaches the right audience at the right time?
Leverage Touchpoints During Wait Times
Think about moments when you have your audience’s undivided attention—like when they’re waiting. This could be in your physical space, through your customer service channels, or even when they’re on hold during a call. Use these moments to subtly reinforce your brand’s unique story.
Consistent Messaging Across Channels
Your website, social media, email campaigns, and even your in-store signage should echo the same core message. Consistency builds recognition, making your differentiation more memorable, and makes it easier to “know” who you are.
Timing is Everything
Deliver your message when it matters most. For example, a customer browsing your website is primed for specific offers, while a caller might appreciate learning about services they didn’t know you offered. Aligning your message with the customer journey increases its impact. Customers walking through supermarket aisles see your “endcaps” fast. And telephone callers hear messages that you give them when they wait on hold. When are your customers most open to your message and suggestions?
Will it work for you?
Perceived differentiation isn’t about shouting louder—it’s about resonating deeper. Identify what sets you apart, and make sure that message is heard clearly, consistently, and at the right moments.
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