In modern times, quality has become necessary to compete in any marketplace. The world has become extremely competitive, and a company's offering must be of high quality to even survive.
In a world with constantly rising standards, quality no longer becomes a differentiating factor, but a prerequisite. Therefore, the best way to differentiate oneself is no longer through quality, but recognizability.
To use the art world as an example, over the years, many artists have become exceptional at what they do. They have put in 10,000 hours of practice and mastered their craft. However, we do not remember every artist that is highly skilled. If so, the list would be longer than our minds could retain. What we do remember are the the works of artists such as Picasso, Van Gogh, and Modigliani that are easily recognizable because of their unique characteristics.
Keith Haring is the epitome of work that is immediately recognizable. Keith’s art did not become prominent because of his mastery of drawing or painting. Much of his works' notoriety can be attributed to how unique it is compared to everything that came before it. It stands alone amongst a crowd of artists imitating one another.
How Can This Help My Business?
This need for recognizability rings true not only in the art world, but also the modern marketplace. When it comes to branding your business, product, or service - companies need to present their offering differently than anyone else in the industry. This can be done in a multitude of ways.
Create outrageous packaging that stands out against competitors. Offer a unique twist on a service that has never been attempted before. Create a website that uses primarily audio components instead of visual. Write copy so unique that your target audience knows it is your company after reading the first sentence.
The list goes on, but the goal remains same.
If you want to be average, blend in with the crowd and play if safe. If you want succeed, stand alone and create something recognizable.
Would you like to explore ways to make your product or service recognizable? We can help you rethink your marketing strategy and stand out from the crowd. We love forms, but you can also leave us a voice message below. We can't wait to hear your voice!