How to make a simple product unique

Today, competition in all areas of the market is very high and it is growing day by day. It is already very difficult to be distinctive and different. What makes you unique today will be for someone else tomorrow. What is the solution in this case? How to make our product unique and distinctive?

The human brain constantly processes the emotions received from the environment and stores them in the form of experience. Any external current event can become an object of subjective perception and processing. We have all had a case when music reminds us of a specific environment, thing, place or some history. At this time, past experiences are stored in us, which at one time entered us in the form of emotions. Therefore, creating an emotional connection to any product/service will help you overcome the challenges mentioned above.

Now let's understand how your product should evoke emotions in consumers - briefly and concisely. In this matter, you will be helped by the stylistic method of artistic depiction - metaphor.   

Brand metaphor - A word or expression that has a figurative meaning and is based on similarity, comparison, analogy. It is formed at the stage of writing a company's strategy and forming a brand platform.

Brand metaphor tasks

Metaphor- A short path to the consumer's heart. You know the product/service you make well, but the consumer doesn't. Therefore, the brand's task is to tell people in the simplest language what its product is, what problems it solves, and what emotions it will give them.

To be more specific, the metaphor gives the brand:

1. Ease of communication.
Without long stories and explanations, we immediately provide the user with an already finished picture. Of course, at this time you need to take into account the tastes and mentality of the inhabitants of the country you are in. People of the same mentality, as a rule, have similar metaphorical associations in their minds.  

2. The ability to simplify complex processes/images.
Everyone knows what a glass is and doesn't need explaining. But what is "brand promotion through cross-marketing" is easier to explain with a metaphor.

• For example: Dropbox file hosting uses the metaphor of a box, thereby showing the user that it is a service that can store a large number of different files.

3. Easy to remember. 

When we think, we tend to think of images, not text. For example, why does Twix have two sticks? Of course, the two competing founders of the company immediately come to mind.

Metaphor is also important for a team to translate strategic insights into creative messages.

There are three types of metaphors in branding:

1. Rhyming metaphors - are built on the basis of common characteristics of the brand and the compared object.

• For example: Tropicana juice with the slogan "Your Daily Sunshine" draws attention to the similarity between the product and the sun - the saturated color, the benefits and the presence of vitamins in it. That is, Tropicana convinces the consumer that the product is natural, brought directly from the tropics, soaked in the sun.

2. Metaphor-analogy - based on the similar structure of two objects. Often used in branding, because it shows the consumer what the product does.

• For example: Ford Mustang. The power of the car is compared to the unbridled temperament of a wild horse.

3. Gestalt metaphor - it denotes a general impression, a state that is similar in two different objects.

• For example: Red Bull - an energy drink that gives energy like a bull;
• Bounty - "divine bliss".

What results does a good metaphor give?

Behind every company, every product is a huge, unique internal structure: what does this product do, what does it consist of, who created it, etc. Metaphor helps to quickly and concisely convey this information to people. It is through it that consumers make a quick decision when purchasing a particular item or service.

A correctly selected metaphor to achieve the goal must be correctly conveyed through all communication channels. At this time, the consumer has a whole cascade of associations related to a specific product/service.

The second important function of the metaphor is to move from the structural thinking of brand strategy to the creative thinking of designers.

• The best example of creativity and metaphor is the company Amazon.
  Jeff Bezos named his company after the largest river in the world. There is also a hidden meaning in the small arrow in the logo design – it starts with the letter A and ends with the letter Z, which means that in the online store you will find everything you want, from A to Z. In addition, this arrow represents a smile, which shows the company's attitude towards customers.
• The second example is Disney. The metaphor of this company is clearly expressed in the logo - the fairy-tale castle of Sleeping Beauty. The metaphor "magical world" is read by both children and adults. Moreover, it evokes pleasant, happy emotions in every person. Perhaps that is why The Walt Disney Company has become the largest conglomerate in the entertainment industry. After all, who does not want to get into a fairy tale at least for a while.

Many people have ideas, but only Lemons.ge has solutions!

Lemons.ge team is always by your side when you need creative vision and real results.

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