Differentiation isn’t a brand strategy, it’s a result

We all love a fresh idea. A bold rebrand. An edgy campaign that feels disruptive. But standing out just for the sake of it rarely ends well.

Tropicana found that out the hard way in 2009. A redesign of their juice packaging cost them $30 million in lost sales - not because people disliked the design, but because they couldn’t recognise the product. Gap’s logo change in 2010 caused such uproar they changed it back within six days. These weren’t bold moves but expensive mistakes.

Nike didn’t become a global sports giant by swapping the swoosh for something edgy. It built a brand around a mindset: Just Do It. Dove’s Real Beauty campaign has lasted over 20 years, not because it’s topical, but because it feels genuine. Patagonia’s environmental activism isn’t a campaign - it’s the brand.

These brands don’t try to be different. They are different. They know who they are.

Be yourself, and evolve that way

Trust over likes

It’s easy to jump on trends and topical conversations. But that’s like someone at a party shouting to be noticed - no one’s heading over for a conversation. And these days, customers are savvy. They see through stunts, virtue signalling and bandwagoning - it comes across as desperate. 

Desperation doesn’t build trust. When brands jump from trend to trend, voice to voice, it starts to feel like they don’t know who they are. You don’t build credibility by being unpredictable - you build it by being consistent.

Be yourself, and evolve that way

Strong brands, like strong people, evolve - but they don’t become someone else entirely.

Think about anyone you’ve known for a long time. It’s easy to picture a few things that make them who they are - their humour, the way they walk, how picky they are with food, how generous they are with their time. 

Over time, their style has shifted and their long-held opinions may change, but their essence stays the same. They wore that black and white scarf for half a decade and one day it was gone. But now they’re wearing a hat. And it’s SO them. They grow and change but it always feels like them.

It’s the same with brands.

If your brand is calm, reliable and sensible - but then you start posting Gen Z memes - the contrast is jarring. 

If you're usually the thoughtful, serious type at a party, and then you put on Bomfunk MC’s Freestyler and bust out the worm, your friends will ask if you’re OK and assume you’re having some kind of personality crisis.

People trust brands that show up consistently. That doesn’t mean staying static - but it does mean growing in a way that makes sense for who you are.

If you jump between styles just to stay ‘relevant,’ you risk losing the thing people connected with in the first place.

A brand strategy with resonance, not just relevance 

Resonance matters more than novelty. To stay resonant, your brand needs emotional consistency across touchpoints, over time.

Nike has always stood for self-belief and courage. That’s why when it featured Colin Kaepernick in a campaign, it was spot-on. It was a clear continuation of what they’d always stood for.

Dove still features real women, unretouched, because the brand has a consistent message: beauty should be honest and inclusive. It’s not a gimmick but a promise. And that promise has built loyalty.

Patagonia doesn’t just say it supports sustainability - it acts on it, donating profits, suing governments, even telling people not to buy what they don’t need. In 2011, they ran a full-page ad saying ‘Don’t Buy This Jacket’. Sales rose 30% the next year. It was bold, a bit mad, but completely on-brand - and that’s why it worked.

Knowing when to say no

Not every trend deserves your attention and the best brands know when and what to pass. Restraint shows confidence.

You don’t need to be everywhere. You need to be in the right places, doing the right things, in a way that feels like you. You don’t build trust by following every new shiny thing. You build it by asking, ‘does this fit who we are?’

This approach works for any sized business - from big brands to solo consultancies. And it’s so powerful.

You can still stand out

Being different isn’t a strategy - it’s a result. 

Just doing something odd or disruptive doesn’t build a lasting brand. What makes a brand stand out is being useful, meaningful and emotionally consistent with both its core identity, and its audience.

With every marketing move, ask yourself whether you’re trying to be noticed or trying to show up in a way that connects with your audience and inspires them. 

Cut anything that doesn’t fit and be ruthlessly consistent.

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