Line up or stand out?

September marks the start of a new term - and for some, a new school. For many young people starting their classes, a principal concern will be ensuring that they fit in and don’t stand out. Things change as individuals grow in confidence and find their voices, but most kids want to blend in and wear the uniform. They want to look like the others so that they are liked (and not othered).  

For emerging fintech and insurtech brands, that instinct is just as important. Adopting the look and language of the market provides essential credibility. Google, Intel, ServiceNow, and Slack all share a distinct visual vernacular. In tech, fitting in is the first step to being taken seriously.

But simply blending in is a trap. Conforming too much to category conventions means disappearing into the crowd, offering customers no compelling reason to choose you.

The challenge, then, is to strike a deliberate balance between uniformity and individuality.

With Lloyds Lab coming up and a fresh batch of MGAs and tech-enabled businesses in the market, here are three tips for standing out the right way:

Tip #1: It’s not me, it’s you

Make sure that your brand stands for something distinctly valuable… to your customers. Don’t start by asking “What makes us different?” Ask “What are our customers missing?” Anchor your differentiation in their needs, not just your features.

Tip #2: It’s the product, not the packaging

Your name and logo are not your brand. Your brand is what your customers (and colleagues) think about your business - a reputation based on experience. If you don’t provide an outstanding product/service, you won’t achieve a standout brand.

Tip #3: It’s all in the details

Truth be told, most successful tech-enabled businesses do have a lot in common. Focused strategies, strong leadership, high-performance cultures and a commitment to innovation. That’s why little differences make a big difference - and need to be amplified. 

When you know what customers want, what makes your offer compelling, and where you have an edge, you can confidently build a brand that expresses your unique value.

So, study the uniform of your category. Understand it. Then, build a brand that honours those conventions – not by blindly following them, but by showcasing how your exceptional service and unique perspective make you the standout choice.

Written by Simon Case

See how Chromatic has helped brands to develop clear strategies: