In this latest video, I’m exploring another one of those brand truths, leveraging a source of credibility to differentiate a brand from its competitors.
What I really like about leveraging your source of credibility is how it flies under the radar. A lot of times we think of this as a more secondary, supportive idea; what we sometimes call a “reason to believe” that bolsters the main consumer benefit. But some brands are using their source of credibility as a really powerful strategy to differentiate themselves in the marketplace.
Source of Credibility
A wonderful example of this is The Honest Company and how they’ve used co-founder Jessica Alba as a really credentialing, trust-building face of the company. This company was just founded in 2011, and as of 2018, some reports say it’s already worth $1.7 BILLION! It’s hard to wrap your head around that kind of explosive growth!
The name of the brand, The Honest Company, carries a real danger of being an eye-roller. Honest is like cool. If you have to tell me you are, I’m not sure I believe you. And yet this has worked really well for them because people feel they know and trust Jessica Alba. Similarly, even though the market already had lots of products with more natural ingredients and lower environmental impact, the brand was able to stand apart because the combination of Alba’s aspirational good looks and shared role as a mom drives huge credibility and appeal with other moms and humanizes the brand.
So think about whether your brand has leveraged a source of credibility that it could use to really set itself apart from the rest of the category and compete more effectively!
If you want to learn more about the company check out their website and these articles about the brand’s journey:
Honest Company Website
History of The Brand And Recent Adversity
Jessica Alba Speaks About Her Challenges In Start-Up Phase
If you liked this post, check these out:
When A Brand Dares To Be Itself
Brand Differentiation and The Courage To Stand Apart
