DIFFERENT DOESN’T ALWAYS WIN

Brands chase difference. But in reality, customers choose what they recognise first. In marketing, differentiation has long been treated as the foundation of success.

Every brand is told it must stand apart, offering a unique selling proposition that competitors cannot match. Strategy sessions often revolve around one question: how are we different? But there is a problem with this thinking.

In many categories, products are fundamentally similar, and the subtle distinctions that marketers highlight rarely influence real-world decisions. Instead of standing out, brands risk becoming invisible by focusing on differences that no one sees. This is the differentiation paradox.

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The harder brands try to be meaningfully different, the less likely that difference is to matter. What customers respond to is not uniqueness, but familiarity. Research from the Ehrenberg-Bass Institute shows that most buyers are not loyal to a single brand.

They move between a small group of acceptable options, choosing what comes to mind easily and what is convenient to access. In these moments, decisions are made quickly, often with minimal thought. The brand that is remembered first, and recognised instantly, has a clear advantage.

This is where distinctiveness becomes important. Distinctiveness is not about what a brand claims to offer. It is about how a brand is recognised.

Colours, logos, packaging, fonts and even sounds act as mental shortcuts. They allow customers to identify a brand instantly, without needing to process detailed information. In busy environments, these shortcuts reduce effort and speed up decisions.

A brand does not need to be different to win. It needs to be easy to spot and easy to recall. This principle is already visible in Botswana.

In the fast food market, KFC and Nando’s compete on similar products, yet both dominate through strong visual identity. The red and white of KFC, and the bold typography and cockerel of Nando’s, make each brand instantly recognisable. In mobile money, Orange has effectively turned its colour into an asset.

Its consistent use of orange across kiosks, advertising and digital platforms creates a powerful association. When customers think of sending money, the colour itself can trigger the brand.

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