An Order of Brand, Add Distinction Please
We stood before a giant, glowing touchscreen, and it hit me. Where am I?
“We are at McDonald’s, right?” I bewilderedly asked my kids as I looked around to recognize anything familiar. Gone was the PlayPlace, any sign of Ronald McDonald and his merry band of friends, and the bright pops of yellow and red. Instead, they had been replaced by neutral tones, trendy wood slat walls, and floor-to-ceiling illustrations of... carrots!?! A bank of screens beckoned us to select our food as you would place an Amazon order — complete with delivery to my table “address.” I couldn’t help but feel disoriented as I sat there finishing my meal. What had happened?
An Early Lesson in Branding
As a child of the 80s, I was fortunate to grow up when an early lesson in branding could be taught to me. That was the importance of distinctiveness. That lesson was provided by the signage, architecture, and interior design of any child’s mecca: a fast-food restaurant. While our family ate most of our meals at home, we did partake in pizza night each Friday. And we occasionally visited other fast food establishments due to special occasions like a positive report card or celebration of the end of a baseball season (successful or not).
I wouldn’t have been able to tell you what the word distinctive meant back then, but I could pinpoint a Pizza Hut from half a mile away with unparalleled accuracy. I mean, look at these buildings. Even when you embrace “the squint test,” (an informal name for the process in which designers squint at their work to assess legibility, hierarchy, or form), the boldness of the architecture instantly conveys which establishment you’re viewing.
Pre-2000s, these buildings were designed to stand out—a beacon for your attention—for example, the red, hut-shaped roof of Pizza Hut. And, for those that know, these branded gestures have continued to be recognizable years later, even if the buildings changed ownership or were adapted for new uses. (Have you ever seen an old Pizza Hut that’s been converted into a Chinese restaurant? Or a former Taco Bell now housing a family-run taco joint?) Even though they’ve been freshly re-painted and have applied new signage, their origin is unmistakable.
Sadly, today, these same restaurants have lost their architectural distinctiveness and individual personality in favor of a more “contemporary” look and feel. Big windows. Dark tones. Natural materials. Don’t believe me? Cover up the logo on any of these popular restaurants, and you'd be hard-pressed to tell them apart. Go ahead; try it.
The Power of Distinction
Leaving the restaurant that night, I was troubled. I began thinking about distinction (beyond the architectural and interior design choices I’ve illustrated above).
In a competitive marketplace, standing out is essential for any brand's success. Distinction creates a lasting impression, making the brand memorable and recognizable. It allows a brand to connect with its target audience more deeply, building trust and loyalty. Moreover, a distinctive brand fuels word-of-mouth marketing, as consumers are more likely to recommend and advocate for a brand they trust and are loyal to.
Sadly, more often than not, distinction’s importance isn’t fully realized—whether that’s within the quick-service restaurant industry I’ve criticized above or beyond.
While researching, I ran across Alex Murrell’s post, The Age of Average, which outlines the lack of distinction applied to interiors, architecture, cars, people, media, and brands.
It’s time for brand and marketing leaders to take a stand and build with distinction. Here’s why:
Distinct brands are more memorable
One of the advantages of being distinct is increased recognition. A distinct brand stands out from the competition, attracting more attention. This heightened visibility helps build brand awareness, making it easier for consumers to remember and choose your products or services over your competitors.
Sadly, the results of the report, Be Distinctive, Everywhere, highlight that only 15% of brand assets today (logo, slogan, mascots, color, and product) are “truly distinctive.” This may sound too abstract until you realize that of the $4.7 trillion spent annually on marketing each year, 85% of that (just shy of $4 trillion) is spent on brand assets that aren’t helping build brands of distinction.
Only 15% of brand assets today (logo, slogan, mascots, color, and product) were found to be “truly distinctive.”
Distinct brands have more loyal customers
Creating a distinct brand enables you to establish a deeper emotional connection with your audience. You create a narrative that resonates with your customers personally when you align your brand with unique values and beliefs. This emotional bond fuels customer loyalty, trust, and advocacy, making them unwavering supporters.
60% of customers will make repeated purchases from a brand they are loyal to
Distinct brands can charge premium pricing
A distinct brand can charge a premium for its products or services. Strong brand equity allows you to position yourself as a leader, signaling higher quality and exclusivity. This perceived value gives you the leverage to command higher prices, increasing profitability.
39% of customers will spend more on a product if they are loyal to a brand
Distinct brands attract and retain top talent
Being a distinct brand doesn’t just earn you more customers; it also fuels your ability to attract and retain top talent. Just as customers are drawn to brands they identify with, so are employees. A unique, well-defined brand creates an appealing culture, enticing the best and brightest to join your team and operate with a clear sense of purpose. This, in turn, empowers your business to innovate, consistently deliver exceptional results, and outperform competitors.
72% of recruiting leaders worldwide agreed that employer brand significantly impacts hiring.
Companies with a strong employer brand see a 43% decrease in hiring costs.
Distinct brands grow
A distinct brand allows for diversification and expansion. When customers connect with your brand on a deeper level, they are more likely to be receptive to new products or services. By leveraging the trust and loyalty you've built, you can successfully expand your business into related markets or launch new ventures with the confidence that your brand will pave the way for success.
93% of customers with excellent brand experience are more likely to repurchase.
The benefits of being a distinct brand are vast. From increased recognition and customer loyalty to the ability to charge premium prices and attract top talent, a distinct brand empowers your business to thrive and leave a mark on the world.
If this resonates with you and you'd like to discuss building a brand with distinction or reminisce on how amazing those old Pizza Hut roofs were, please drop me a note.