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Brands Must Erect Barriers To The Competition

Written by Ken Gaebler
Published: 3/15/2011

Brand should communicate with consumers through their personality and common interests.

Part of becoming a leader in your industry or field is successful branding as well as shutting out the competition. However, these two tasks are not mutually exclusive. In fact, savvy marketers use their brands to differentiate themselves from rivals and dominate small business news.

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To help companies grab the spotlight, Inc. magazine interviewed marketing expert David Aaker to offer some ways to keep competitors at bay.

According to Aaker, there are four types of barriers that can ward of rivals: investment, owning benefits, customer relationships and linking your brand. While investment is an obvious hurdle for other companies, Aaker reminds owners that their products must offer benefits consumers can get nowhere else.

Furthermore, he counsels that brands build customer relationship based on their personality, common interests and passion, offering Avon's Breast Cancer Crusade as an example.

With a brand, consumers should look to develop a niche or a subcategory, allowing them to stand out and be seen as an authentic brand.

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