The fastest way to set your brand up for failure:
Comparison positioning.
You've likely seen it in action, especially recently.
Lifestyle apps, including those focused on financial education, mental wellness, health and wellness, educational platforms, and even some B2B platforms like ClickUp, have jumped on the bandwagon.
You'll notice it by one key element:
"We're the Duolingo of..."
The Allure of Comparison Positioning
There's a reason businesses are using this tactic.
Comparison positioning attempts to borrow the brand image and popularity of another business, suggesting that your product or service offers similar benefits in a different domain.
- Instant recognition
- Instant understanding
- Easy to pull off
Want your ideal customers to understand how easy your app is to use?
Compare it to a well-known, easy-to-use app.
You don't even need professional copywriting — simply slap "Duolingo, but for..." in the header and you're good.
Right?
Putting Your Business in Danger
Not so much.
While comparison positioning is alluring, it's a horrible long-term strategy.
Here are some of the future issues you're creating:
Lack of Uniqueness
Comparison positioning highlights how your offer is similar, not different.
Don't expect your ideal customers to see your company as an innovator in the market. You're a follower, not a leader.
Lack of Brand Recognition
Comparison positioning builds brand recognition — for the brand you're comparing your business to.
This new "Duolingo but for..." trend has increased awareness and recognition for Duolingo, but not for the company using that header.
Case in point: I've seen 100s of these ads recently. I don't remember a single brand using it.
Lack of Standing Out
Comparison positioning makes your message blend in.
Try standing out when you're using the same message as businesses across dozens of industries.
You aren't just competing with your competitors. You're competing with companies that don't even come close to solving the same problem you do.
Own the Negatives
Comparison positioning is not just a one-way street.
You're trying to borrow the positives, but you also borrow the negatives.
If Duolingo bombs, if it royally screws up an ad campaign, or if people start to hate it, they will also hate you.
We're already seeing it. Duolingo has come under some scrutiny over its "AI-first" strategy. They are replacing a significant number of contract workers with AI.
If you try to position your business as "Duolingo, but for...", you're owning that controversy for your business.
And if it gets bad enough, you'll be scrambling to reposition your business.
Focus On Your Uniqueness
Comparison positioning is lazy and sets your business up for failure.
Instead of comparing your offer to someone else's, focus on what makes your product or service unique.
Be the first, the one that other companies want to copy, not the company that copies.
The only way to do that: position on your uniqueness.
It may be a bit harder and take a little longer, but you'll be remembered in the minds of your ideal customers.
Not sure what that uniqueness is?
Grab my Find Your Differentiation email course.
You'll get all the frameworks I use to position my clients as the ONLY choice in their industry for free.
Until next week,
#SassyJason out.
✌🏼