{"id":40398,"date":"2017-03-10T11:00:00","date_gmt":"2017-03-10T11:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=40398"},"modified":"2017-03-03T16:28:12","modified_gmt":"2017-03-03T16:28:12","slug":"digital-branding-frameworks","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/digital-branding-frameworks\/","title":{"rendered":"3 models for digital brand differentiation"},"content":{"rendered":"

How to review your digital brand differentiation using\u00a03 \u00a0complementary frameworks<\/h2>\n
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Differentiation should be considered a key element to your brand strategy and help to provide an opportunity and vision to define a niche within your market sector, helping to gain the attention of your existing customers and extend your proposition to encourage new markets and audiences.<\/p>\n

Framework Models of Brand Differentiation<\/h3>\n

After completing an\u00a0organisational digital strategy health check<\/a>, you\u00a0will have\u00a0a wider picture of the landscape your organisation is positioned, its strengths and weaknesses, the competitor landscape and the potential opportunity to create a model of differentiation from the competition in order to meet your organisations objectives.<\/p>\n

To help understand whether a model of differentiation could exist, it is important to evaluate the quantitative and qualitative research completed. There are 3 models you could consider to apply to your organisation when considering a Brand differentiation strategy:<\/p>\n

Three frameworks\/models for brand differentiation<\/h3>\n

Framework 1: Ansoff Matrix<\/h4>\n

Applying the Ansoff (1957) strategic marketing grid provides a canvass to understand how the internet can offer four directions to a product or service.<\/p>\n

\"ANSOFF\"<\/a><\/p>\n

Source: Ansoff Matrix\u00a0diagram, Smart Insights<\/a><\/p>\n

By applying the above matrix to the organisational health check, it helps to identify where the opportunities exist within the four key elements:<\/p>\n

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  1. Market Penetration:<\/strong> Is there an opportunity that exists to sell more products to your existing customer base?<\/li>\n
  2. Market Development: <\/strong>Has the research identified new markets to enter that your competitors have not even considered?<\/li>\n
  3. Product and Development:<\/strong> Are there cheaper, more effective ways to work with alternative manufacturers, suppliers or a different approach to servicing your customer base?<\/li>\n
  4. Diversification:<\/strong> Could you move into a new market and capitalise on first mover advantage with a new product or service offer?<\/li>\n<\/ol>\n

    Case Study on a Company using Ansoff Matrix refer to the\u00a0<\/strong>Ford Motor Company<\/a><\/p>\n

    Framework 2:\u00a0DRIP Framework<\/strong><\/h4>\n

    Brands can use the tactic of marketing communications to help differentiate their brand against competing brands and to further support the use of such communications methods, the DRIP framework <\/a>has been introduced with the purpose to aid brand differentiation. A useful framework to consider if operating in a market where there is little to separate competing brands.<\/p>\n

    DRIP refers to Differentiate, Reinforce, Inform and Persuade.<\/em><\/p><\/blockquote>\n

    \"DRIP\"<\/a><\/p>\n

    DRIP Framework:\u00a0www.smartinsights.com<\/a><\/em><\/p>\n

    The purpose of the 4 step approach is for brands to embed this framework within their digital communications strategy to help paint a picture of differentiating the brand from the competition and help to envisage how your brand could be positioned. By following the initial research of creating a customer and business context <\/strong>landscape you can then apply the DRIP framework focusing on:<\/p>\n