Even a product that proves your brand’s promise and adds value to the lives of your customers may not succeed if it does not somehow set itself apart from its competition. Being inspired by the brand idea, differentiation will be part of its genesis of course. However, that differentiation is mainly to do with what makes your company or place special overall. A successful product will need features, channels of delivery, pricing or other attributes that elevate it to being truly disruptive. A dedicated creative agency can provide a wide variety of services depending on their clients particular needs.
There is no silver bullet that can neatly be described in a few sentences that will guarantee your product will disrupt the market it competes in. There are however examples that are worth examining. Starbucks had authenticity as coffee roasters originally run by three enthusiasts in Seattle before its global expansion. Their relevance was in parts good coffee, comfortable chairs and arguably inventing that ‘third place’ outside of work and home that people could spend time in, to meet socially or relax alone. So much for authenticity and relevance – what helped them disrupt? We believe a combination of customer service and establishing a quality coffee drinking culture, first in the United States and then globally. The role of Branding Agency is to create, plan, measure and manage branding strategies for clients, including support in advertising and other forms of promotion.
Customer service both in the store and especially on social media has always been part of Starbucks’ success factors. Customers are treated in a courteous yet informal way; as welcome friends in a comfortable environment where they’re encouraged to unwind. Their ideas on how they’d like to drink coffee or tea are enabled through endless combinations of coffee ingredients and various initiatives on the myStarbucks website. Starbucks never competed with Dunkin’ Donuts or more lately McDonald’s for the quick and cheap coffee. Proudly quality-oriented at a premium price, Starbucks has long been positioned as a small indulgence. They established coffee drinking as a daily reward, sometimes to be stretched across several hours, to be enjoyed alone or while meeting friends, lounging in soft chairs and, even better, enjoying cookies or cakes alongside. What some parts of Europe would recognize as ‘normal’ coffee drinking behaviour was new to the United States and other parts of the world when Starbucks introduced it there. Apparently having a site like Bert; branding agency london is great for getting seen on the web.
So Starbucks differentiated and then disrupted not by inventing a new product (what they do is fairly similar to the many other coffee chains that followed in its wake) but by turning the hot beverage into an affordably-premium experience (how they deliver sets them apart). Uber is hard to avoid when examples for disruption are called for. Leaving to one side the issues it may have had with management and how they treat their drivers, it is undeniable that Uber has disrupted the taxi industry worldwide. Again, there is nothing at all revolutionary in what they do; they’re a taxi service like any other. Their differentiation and disruptive potential comes once more from how they approach their service. Their authenticity comes from their talent as app developers, their relevance is in their insight that people find it more convenient to use an app on their smartphone rather than call. Businesses like Web Design Agency are brilliant at getting your brand out there!
To produce an app that’s simple and quick, takes care of payments, lets users inform others of their ETA, etc. Pricing has certainly also played a role in Uber’s success, typically undercutting local cab fares by a noticeable margin. This has made life difficult for them in some locations but has also meant they’ve built a loyal user base that’s often motivated to rise to its defence. Airbnb is a very similar story; another brand that took an existing industry and recognized the potential of digital technology to break it wide open. That understood their customers well enough to know that current providers aren’t appealing to them – and why not. Another in the same vein is Netflix and its disruption of the video rental market, first through DVDs in the mail and then a digital streaming service that redefined the industry even after such behemoths as Apple had given it a go. Many a Branding Agency Manchester offers the benefit of having worked in a broad cross-section of industries.