Is your brand blazing a trail?

Don’t emulate — differentiate

A national brand emulation is at best a “me-too” offering. It doesn’t aspire to anything more than “as good as.” It rarely does much to differentiate your store from the store up the street.

Some store brands differentiate by taking a “better-than” approach. They attack the shortcomings of national brand choices and try to fill a category void. For example, Kirkland Signature dog food added more animal protein well ahead of comparable national brands. And Walmart’s Parent’s Choice diapers recognized that many moms simply craved a dependable, comfortable no-nonsense diaper. They found an unmet need and filled it.

Emotion trumps reason

Over the years, private brands have focused primarily on practical attributes: price, taste, quality, ease, etc. But the very promise of a brand can — and should — convey so much more. Personality attributes such as “dependable,” “approachable,” “authentic,” “spirited,” etc., can serve to differentiate on a higher plain. Emotion can help a brand connect with a shopper on a more intimate and personal level.

The national guys have been creating brands with human-like personalities for generations. It’s time for store brands to use that advantage, and a few are already doing that nicely. Target’s Up & Up brand is a bit of a cute, precocious child. Walgreen’s Nice! brand is your slightly goofy but always perky friend. Great Value from Walmart is your dependable, soft-spoken neighbor.

As you can see, personality is being infused in store brands within all tiers, not just premium.

Local is your secret weapon

“Local” is a rapidly growing trend that I’m sure you’re seeing in your stores today. Shoppers are gravitating toward local because they want to support their neighbors, not the big, distant guys. Local is familiar. It’s romantic. It’s nostalgic. We see local in the perimeter, but not so much in the center store.

Local is a trend the national brands want, but can’t have. Because — well — they’re “national.” They can’t escape that perception. They can’t easily localize. But you can because store brands have both the flexibility and the credibility. Take advantage of it.

Small is nimble

The big national brands are like ocean liners … great for cruising in a straight line, but nearly impossible to turn. Smaller brands, store brands, can be more nimble — able to spot a trend and respond quickly.

Each year, JWTIntelligence issues its “100 Things to Watch” list of emerging trends. The 2014 list includes several trends jam-packed with store brand inspiration: Savory yogurt. Anti-dyes. Flavored ice cubes. Ugly produce. Alternative proteins. Creative mocktails. Edible packaging. And dozens of other intriguing ideas.

Nimble retailers can drive unprecedented success in store brands when they catch the right trend at the right time. Doing so shows your brand as more progressive, more healthful and more interesting.

Do you have the courage to blaze a trail?

Trying to be all things to all people is relatively “safe.” But carving out a niche and a personality for your brand takes some daring. What many retailers don’t consider, however, is the opportunity cost of blending in and not standing out. It’s very difficult for a brand to grow by hiding out on the shelf. So dare to stand out. Dare to be a trailblazer.