Stop shouting and differentiate your brand

You can yell all you like, but if you’re not saying something different, no one will hear you.

Every brand needs an angle. Something that sets them apart. Something authentic. When you’re in a market congested with competitors, it can be tricky to find a unique area that your brand can own.

Parex is the distributer of a range of appliances, all made by different brands. They came to us to promote their kitchen appliances in a clever, cost-effective way. Advertising each brand separately wasn’t a smart use of Parex’s dollar. But if you think it can be tough finding an angle for one brand, try finding a compelling, honest angle that connects four disparate brands.

Every good angle comes from a consumer insight, or need. So we began to familiarise ourselves with the market. And after speaking to several kitchen designers, a glimmer of something emerged.

In contemporary homes, the kitchen lies at the heart of the house, rather than sectioned off as it was in the old days. Homes are open-plan, noise travels. And when a kitchen appliance is switched on, the noise echoes through the house, halting conversation and being generally annoying.

Yet the brands Parex wanted to promote all happened to be some of – if not the - quietest on the market. Sshh… that’s the sound of a penny dropping. Or 10 cents, with inflation.

The Quiet Kitchens website was born. A consumer information site of sorts; showcasing the quietest brands for modern kitchens and peaceful households. No one likes advertising, but people do appreciate info that can help them make a wise purchase, particularly when that purchase is an investment they’ll have to live with – literally.

To help The Quiet Kitchens seem objective and genuinely helpful, we enlisted 6 of New Zealand’s top names in kitchen design, and featured their photos alongside design tips for a quieter kitchen. We essentially identified and illuminated a consumer need and answered it, and there’s no better way to carve out an angle worth owning.

But did it work? Hell yes. In the first 2 months alone, Quiet Kitchens received 9,000 visitors. And almost 2,000 visitors left their email addresses.

If you’d like to differentiate your brand from the masses, give Steve a call on 09 950 2144 or 021 744 960.