Introduction

It’s true that there’s wisdom in not comparing ourselves to others. Yet there’s a universal tension too we all experience of wanting to fit in to some degree, while at the same time acknowledging our individual uniqueness - and there’s no way to achieve this without comparison. Knowing who we are at our core, and also as compared to others is simply a part of the human condition.

In business, we call this being differentiated.

As it does in everyday life, in business, differentiation matters. Without it, customers wouldn’t know why to consider your services or choose you over an alternative.

Why? Because most businesses have direct and indirect competitors to consider. That’s not necessarily a bad thing - a competitive landscape is what makes a healthy industry. But there’s a balance:

On the one hand: you don't want to be so different from your competitors that your business appears as if it falls outside the industry ecosystem around your category of products and services - after all, that would mean customers wouldn’t consider you as an option at all when they’re doing their research.
On the other hand: after you look “enough” like your competitors to fit into your category, you must also communicate what makes you unique enough to be the customer’s top pick.

To help you achieve this balance and ultimately achieve better results from your marketing, today we’re introducing the PILLARS framework, a tool to identify and articulate your unique brand differentiators.

The differentiator framework: PILLARS

The PILLARS framework focuses on seven key elements to help you define your brand’s unique identity:

Pricing
Innovation
Location
Leadership (Expertise)
Authenticity (Brand Values)
Relationships (Customer/Community)
Sustainability (Environmental/Social Responsibility)

Section 1: What does differentiating yourself mean and what benefits does it get you?

Generally speaking, I think we all know what “differentiating” means. When it comes to your brand, it relates to highlighting what makes your health or wellness business unique compared to competitors. Ultimately, doing so involves creating a distinctive identity that resonates with your target audience. Investopedia did a good job summarizing it and some factors to consider. The benefits are many and include things like:

Attracting and retaining customers: Unique brands attract attention and loyalty.
Standing out in a crowded market: Differentiation makes your brand memorable.
Building brand loyalty: Unique value propositions foster customer loyalty.
Increasing profitability: Differentiation can justify premium pricing.

Section 2: Understanding the competition

There’s no differentiation without comparing yourself to others. In other words, this exercise isn’t a solo mission: to complete it, you must understand your competitive landscape. This means researching competitors' strengths, weaknesses, and strategies (feel free to do a SWOT analysis if you’re so inclined - the Hubspot blog provides a good template if you’re interested and we’ve shown an example of how to think about it below). Analyze your competitor’s brand values, pricing, location, and customer experiences. Do this, and you’ll have a better sense of how you fit into the market. Don’t want to only look at competitors in your exact industry? Try going broader by understanding brand values and more with broader examples across the wellness industry

Section 3: Forget the competition - focus on your secret sauce

Wait, what? I know, we just told you to start by understanding your competition. But again, comparing your business to another means it's equally (if not more!) important to focus on what makes you unique. This involves introspection and identifying your "secret sauce."

All about you

Start by asking yourself: what makes me special? This can and often should be personal. Even the tone of huge corporations is commonly set by CEOs, and it follows that a smaller healthcare or wellness business would largely reflect the brand values of it’s founder/leader. Here’s a little food for thought whether you like to stay behind the curtain or want to become a wellness influencer as you think about your own differentiators:

Personal attributes: Passion, empathy, authenticity, dedication. Eg, a passion for wellness, empathetic approach, authentic communication, and dedicated service.
Professional attributes: Expertise, qualifications, innovative approach. Eg, extensive industry expertise, relevant qualifications, innovative methodologies, and proven experience.

All about your business

Next, think about what makes your products/services special. While you set the values, your business’s products and services need to speak for themselves, too:

Unique features and benefits: Highlight what sets your offerings apart.
Exceptional customer service: Personalized and attentive service.
Innovative offerings: Cutting-edge wellness solutions.

Section 4: Putting it all together

Now that you understand your competition and have identified your unique attributes, it's time to integrate these insights into your wellness branding strategy. Use the PILLARS framework to articulate your differentiators clearly. Here’s a step-by-step process:

Analyze the competitive landscape: Identify what others are doing and find gaps (try the SWOT analysis above!)
Identify your unique attributes: Focus on personal and professional strengths.
Apply the PILLARS framework: Use it to define and communicate your differentiators.
Integrate into marketing strategy: Ensure your differentiators are evident in all aspects of your branding and marketing efforts.

If you need a little more help, here’s some questions you could ask yourself as you move through the PILLARS framework (step 3 above):

Pricing: What pricing strategies reflect your brand value? Are you competitive or premium?
Innovation: What unique and forward-thinking products or services do you offer?
Location: How does your location enhance the customer experience? Is it convenient and accessible?
Leadership: What expertise and thought leadership do you bring to the wellness industry?
Authenticity: How do your brand values, such as sustainability, inclusivity, and integrity, define your business?
Relationships: How are you building strong community ties and customer relationships?
Sustainability: What commitments do you have to environmentally friendly practices and social responsibility that might set you apart?

Conclusion

Differentiating your wellness brand is essential for standing out in a competitive market. By using the PILLARS framework and focusing on your unique attributes, you can create a compelling brand that resonates with your audience and drives success. Reflect on your brand values and apply these strategies to enhance your health and wellness branding.

Call to action

Reflect on your own brand values and consider how they align with your business practices and marketing strategies. Share your thoughts and experiences in the comments below, and let’s inspire each other to build brands that truly matter. Want to put some of this into practice? We have a free guide that you can use to define your own brand voice. Check it out: “Crafting your unique brand voice in healthcare: a practical guide.”

Stand out in the crowd: Strategies for differentiating your wellness brand