How not to compete on price, and create a point of difference by design.
“Only one company can be the cheapest—all the others have to use design.”
It’s a simple fact. Only one product, service or business can be the cheapest. So, if fighting a price war isn’t your business strategy, how do you compete for market share? The answer is, by design.
Design your point of difference.
Defining and marketing what you have that your competitors don’t is a great approach to brand-building. So, assuming it’s not the lowest price, what is it that makes your business different? What’s your unique story? What do you have that your competitors don’t?
It could be something tangible or physical (a feature), or something emotional (a feeling). Or something else.
If you’re not sure what it is, you can workshop this with a brand strategist. They’ll help you unearth what makes you business, service or product desirable, regardless of your price positioning.
But, what happens when there’s little difference between your product or service offering and your competitors? Or when you’re caught in a highly competitive marketplace?
That’s when you need to look at other tools or ways to cut through and connect with your audience. And one of the best ways is to create a point of difference using design. To create differentiation, by design.
What is ‘differentiation by design’?
It’s creating a visible (and sometimes tangible) point of difference for your business and brand. Using a clearly defined design strategy and unique visual assets to make your product or service stand out. So you look different. Feel different. And even sound different.
This isn’t just your logo. It’s everything. Every visual element you use in your branding and marketing. It’s the style of your imagery, photos and illustrations. Your graphic elements, shapes and icons. Your colour palette and typefaces. Your copywriting and brand messaging. Your tagline. Every word. Every shape. Every element that appears in print or online.
Designing and building a strong and recognisable visual identity for your brand can prove to be a great ROI. It can have a significant impact on customer engagement, recall and ultimately, on sales.
“In a world loaded with stuff that looks like all the other stuff and performs like all the other stuff, design is a way to stand out.”
Tom Peters is right. Good design is powerful.
How important is design differentiation to a business?
Savvy business leaders invest in design because they understand it has the power to change. To change minds. To change behaviours. To change entire marketplaces, even.
Differentiation though graphic design has the power to visibly define your business and brand in the minds of customers. It has the power to create a memorable connection with your audience and to build a brand your customers want to be part of.
Good businesses and great brands don’t happen by accident — they’re created, by design.
The takeaway
Poor or ill-conceived design won’t necessarily cause a business to fail. But, using a design strategy that isn’t simple and consistent can be detrimental. On the other hand, applying design and a creativity that’s consistent and sets your business apart can really make a difference. It can set you up for success, position your business for growth, and increase market share.
In a world full of information overload and same-same approaches, at Tandem we believe if you want exceptional results for your business, you need to think and design exceptionally. You need to think and design differently. Intelligently. And strategically.
Otherwise, it’s a race to the bottom.
Ready to increase your ROI by design?
Talk to our branding and graphic design experts and find out how to use design to differentiate your business and elevate your brand.
