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Price differently

Offer your audience favorable pricing or add value for the same price. Treat carefully with this strategy and pricing is a race to the bottom.

Some Ocean brands are actually very innovative brands but have entered the market at a low price and have struggled to shake the low-quality stigma.

Unique purchase experience

Offer your customers a novelty experience in the purchasing process. This could be anything from a unique email sequence to an in-store add-on service. YETI, the famous outdoor company,  added a simple customization option to their e-commerce solution to draw a huge following

Niche down

Become granular with your target audience and position your solution towards their specific need. Resonating becomes much easier with a niche audience.

Be taught leader

Take a polarised stance or opinion within your Ocean Startup industry. Vocalize what others know but aren’t saying and guide the way forward. Many brands play it safe and leave the door wide open for bolder brands

Use your visual brand

Though this strategy is not a strong enough differentiator as a stand-alone strategy, your brand identity can provide your audience with a unique visual experience. That’s what Sanuk did recently with their rebrand. In a market full of blue and white, they made a noise with a Hi-Vis Green themed rebrand.

Heritage and origin

If your brand has a background it should be proud of, use it in your differentiation. Aqualung uses the tagline “First to dive” as they were the pioneers in modern leisure diving. What does your brand have it can be proud of?

Same but different

Re-brand the name of the category of product or service you are offering to lead your audience towards a new opportunity. Tyson foods were selling small chickens, but when they rebranded them as “Cornish Game Hens”, they attracted a lot more attention. Do you need to follow the status quo or can you break the mold?

Heritage and origin

If your brand has a background it should be proud of, use it in your differentiation. Aqualung uses the tagline “First to dive” as they were the pioneers in modern leisure diving. What does your brand have it can be proud of?

Be a rebel

If your industry has many “Standards”, “Industry Norms” or “Best Practices” break the mold and go your own way. Challenge the status quo or just ignore it altogether. From a polarising brand identity color to a service that does things differently. Simply identity the status quo and proudly do the opposite. Detour Sunglasses for example are challenging the industry by being different. Their messaging, logo, color palette are breaking the standards by being different. The recycling fact can also be an added value to a conscious customer when compared to other traditional choices.

Be a rebel

If your industry has many “Standards”, “Industry Norms” or “Best Practices” break the mold and go your own way. Challenge the status quo or just ignore it altogether. From a polarising brand identity color to a service that does things differently. Simply identity the status quo and proudly do the opposite. Detour Sunglasses for example are challenging the industry by being different. Their messaging, logo, color palette are breaking the standards by being different. The recycling fact can also be an added value to a conscious customer when compared to other traditional choices.

Make life easier

If you can make even the smallest part of the day a little easier for your customers, they will notice it and appreciate it. Whether it’s doing something for them that they would otherwise have to do themselves or streamlining your processes. Beachly sends you 5 beachwear fashion items delivered to your door every 3 months. They choose for you the best gear of the season. All you have to do is subscribe once.

Make life easier

If you can make even the smallest part of the day a little easier for your customers, they will notice it and appreciate it. Whether it’s doing something for them that they would otherwise have to do themselves or streamlining your processes. Beachly sends you 5 beachwear fashion items delivered to your door every 3 months. They choose for you the best gear of the season. All you have to do is subscribe once.

Show them love

This is a great differentiator for brands in crowded marketplaces. Exceeding expectations and overdelivering on customer service, whatever your line of work, is one of the most effective and rewarding ways to differentiate.

Take on a competitor

Directly challenge a bigger-name competitor by positioning yourself against something they do.. You don’t need to attack them, simply point to something they do, then point to why yours is different. New recycled sunglasses brands are the perfect example of this strategy. Their position, difference and purpose might bring them into their conversation with the big names out there.

Tell a story

Every brand has some kind of story behind it. If you can tell a unique story that your audience see themselves in,, it can make for a compelling differentiator, especially if it’s coupled with something else unique that you do and why you do it. 4ocean has a great story behind it with many elements including traveling to Indonesia, the beginning of a partnership, beach clean-ups with locals, and taking care of communities in need.

Align with a moment

Is there a moment in the lives of your audience when they either most need your product or have just experienced the solution? If you can identify that moment and capture it with a vivid and memorable idea, your audience will think of your brand every time they experience it.

Shock and Awe

Can you shock people into a conversation that involves your brand? Is there a controversial topic within your Ocean industry that your audience would talk about? If you understand which side of the fence your audience is on and stand with them while challenging the other side, your brand will draw attention.

Serve an unmet need

Unhappy customers are everywhere. Look for the common denominators of your competitor’s unhappy clients and identify where they’re being under-serviced. This information is usually sitting right out in the open in the form of emotionally charged

reviews.

alek1986

Author alek1986

Alek is a Brand master specialist, e-commerce expert and a Water sports keen enthusiast. For the last 10 years, he has thrived living near the water in Central America and the Caribbean where he has developed a career as a PADI Divemaster, Marina & Dive center director and practiced other sports such as surfing, kite surfing, sailing and paddleboarding. Today he enjoys running multiple Ecommerce stores and offering brand strategy consultations from stunning Lake Leman, Switzerland.

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