Creating an offering with a distinguishable identity is a certain way to separate you from your competitors

A good example of company who seek to differentiate their product is Airstream. Airstream produce campervans and caravans which are designed to stand out from the crowd and embody the values of timelessness, convenience, and pleasure.

The silver, streamlined surfaces of their caravans are striking, fashioned to evoke both a classic shape, but also a futuristic efficiency. Their marketing foregrounds their use of recyclable materials and how their product can be passed through generations.

Airstream want their vans to be both easy to use on the road, and comfortable off it. They have identified the key wants and needs of their target market so their product can truly resonate with them. Alongside catering for the basic desires of their customers, Airstream have created a brand image which is unique and gives them an added element of appeal.

What could you do to make your product/service resonate best with your target market?