In the marketplace, it can sometimes be a challenge to differentiate yourself from the competition. There’s always going to be that number one competitor who sets the standard. So, how do you differentiate yourself? How do you grab your ideal customer’s attention?

Well in order to grow, your brand must have these three primary functions:

  • Navigation
  • Reassurance
  • Engagement

So, you’re in the grocery store, walking down the cereal aisle and you’re trying to decide which brand to buy. You have your healthy cereals like “Honey Bunches of Oats” & “Raisin Bran,” your kid cereals like “Cap’n Crunch” & “Froot Loops,” and then you have the store brand cereals that has the same flavors to offer.


So, what do you choose?

Besides the other variables at play such as price points and personal taste, you tend to choose the popular brands.


Why is that?

If you did a blindfolded taste test, you wouldn’t be able to tell the difference between the store brand and the name brands.


So why choose the name brand?

Because of these three primary functions. The name brands use navigation, reassurance, and engagement through advertisement and brand identity design.

You’re more familiar with the name brands because of repetitive TV commercial advertisements. This is where navigation and engagement comes to play. The cereal is presented to you through an exaggerated experience, of fun, happiness, and deliciousness. Now, the brand has reassured you that you’ve made the right choice by buying their cereal.


1.) Navigation
Brands help consumers choose from a variety of choices.


2.) Reassurance
Brands communicate the quality of a product or service and encourage customers they’ve made the right choice.


3.) Engagement
Brands use distinctive language, imagery, and associations to encourage customers to identify with the brand.


So, find out how you can use these three primary functions in your brand to persuade your audience to choose your brand.

As always, “Stay Intuitive!”