Three Levels of Differentiation: Different, Extraordinary and Unique

First of all, vision is the main reliance of human beings. It is easier for everyone to remember the same piece, so uniform color is the first element of distinction. These can be learned from "Visual Hammer" and "Super Symbol is Super Recognition".

Secondly, being different is not about HE Tuber offering more products or following trendy products, but about offering different products.

Then, in terms of psychology, being different not only includes visual impact, new products, new concepts, and new spaces, but also requires "systematicity". Only systematicity can stand out.

Finally, being different requires boldness, innovation, surprise and clarity. Whether it is "clear and unique" enough to pass the replacement test can truly achieve differentiation.

For example, you can see the unique power of Nova Coffee, Newsstand Coffee, Post Office Coffee, CUBIC3, BREAD & PEACE, Coffeeology, AOKKA, etc.

When it’s different, we want to connect with it

Deep differentiation requires brands to think like artists: instead of blindly meeting market demand, they need to find gaps in creating value. They need to The root of "extraordinary" is the conceptual high ground of aesthetics - the powerful combination of logical reasoning and magical strokes - aesthetics is always pleasing!

Of course, if you want to be different and have great charm, you must also It should be pointed out that this kind of difference also needs the support of absolute user experience, content refresh mechanism and deep user relationship. Only in this way can we avoid the fate of a flash in the pan and keep the brand vital.

For example, Hongzhan’s “A Touch of Red·New Chinese Personalized Coffee Shop” is indeed extraordinary.

"Unique" has jumped out of the category of differentiation. It focuses on the uniqueness of the brand and even involves the brand strategy level.

Focus and solitude are the true tests of being unique.

First of all, "unique" can be original intention, dream, concept, culture, etc., or it can be anything such as product, space, service, experience, service, etc. The premise is that you must make this uniqueness to the extreme, making it very easy for  to notice it, select it, and share it.

Furthermore, the danger often lies not in overfocusing but in underfocusing. An unfocused brand is so inclusive that it doesn’t mean anything. In contrast, a "unique" brand knows exactly what it is, what it wants, why it is "unique," and why people want it.

Finally, the Unique is a demanding lover, demanding loyalty, courage and determination.

In the early years, Luckin stood out with its image and cost-effectiveness; later, it achieved distinction with raw coconut latte; then, it continued to inject life and soul into raw coconut, explore and express it, and this became the source of its new life.

So, how do you find “something unique”? "Brand Alienation" provides a method:

To complete this sentenceIn this method, write the category name in the first blank space and If the description can't be kept short and use the word "unique," then you don't have something unique.

Our brand is the only university coffee chain (study room).

Our brand is the only coffee good for Qinghai Lake (monthly action).

Our brand is the only one where robots make coffee (eliminating the clerk).

Our brand is the only women-friendly coffee (women’s community).

Our brand is the only coffee made with grapefruit peel (core product).

Our brand is the only coffee in space (exclusively for astronauts).

Our brand is the only coffee that focuses on left-behind children (100 books will be donated to left-behind children for every 10,000 cups sold).

This approach provides a framework for differentiation, but to truly achieve it, you still that help you find people who love you: Who do you belong to? What's different about you? Who are your ? where are they? When do they need you? Where do they need you? Why are you important? Who will fall in love with you? Why would they fall in love with you?