Standing Out in the Crowd
Differentiating a brand is critical to its success in the marketplace. In some way, shape, or form, a product needs to stand out from its competition—to be distinctive in such a way that gives a customer a reason to buy it.
There are many aspects that come into play with brand differentiation including the product attributes themselves, product positioning, packaging, and the overall marketing message that pulls it all together. It is also a very dynamic endeavor, requiring a continual awareness of market trends that can provide opportunities for product enhancements. One thing is for sure, in most cases, distinctiveness doesn’t last for long—even Henry Ford got “out-distincted” a few years ago when sales of his venerable Model T fell victim to technical and customer service innovations.
One of the more obvious trends being incorporated in many of today’s product enhancements comes under the heading of sustainability. This is clearly presenting opportunities for companies to get out in front of the pack and differentiate themselves and their products through sustainability initiatives. Many package printing companies can be included in this mix.
Leslie Gurland, president of Logotech, Inc., knows that a company’s initiatives on the sustainability front can be used to enhance its objectives. She also believes that a company will not be successful if it approaches sustainability simply as a sales and marketing tool.
“The fact is, sustainability not only helps your image, it helps your bottom line,” she notes. “True leaders are looking at sustainability from the standpoint of people, profit, and the planet. Sustainability has to be something you believe in.”
According to Gurland, sustainability can be used in a variety of ways to help a company stand out in the crowd. “Obviously, you can offer new green products, which will increase your sales,” she says. “In addition, if you earn [sustainability] certifications, you can put them on your business cards, Web sites, etc., which, from a marketing perspective, helps your company’s image.”