--- title: Blog - Step Change - Strategy, Leadership, Digital, Creativity | Differentiation description: Differentiation | Sydney Marketing Agency blog on Sales, Digital, Strategy, Brand, Marketing, Archetypes image: https://blog.hellostepchange.com/hubfs/Image%2001.jpg --- [![Step Change White Logo](https://blog.hellostepchange.com/hs-fs/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png?width=208&height=36&name=SC%20-%20Logo_Full%20-%20White%20+%20Colour.png)](http://www.hellostepchange.com/?__hstc=45788219.b3896949ac4325b4833c9f227aad12ee.1788765059220.1788765059220.1788765059220.1&__hssc=45788219.1.1788765059220&__hsfp=f27fa453a3b88fbe5f30c0a77d91c2c9) - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [About](https://www.hellostepchange.com/about/) - [Careers](https://www.hellostepchange.com/careers/) - [Services](https://www.hellostepchange.com/about/) - [Lockstep Baseline](https://stepchange.typeform.com/to/dDl1DXnC) - [Brand and Messaging](https://www.hellostepchange.com/cut-through-brand-stories/) - [Marketing Plans](https://www.hellostepchange.com/practical-marketing-plans/) - [Business Strategies](https://www.hellostepchange.com/agile-business-strategies/) - [Value Propositions](https://www.hellostepchange.com/value-propositions/) - [Content](https://www.hellostepchange.com/content-production/) - [Predatory Marketing](https://www.hellostepchange.com/predatory-marketing-2/) - [Work](http://www.hellostepchange.com/work/) - [Testimonials](https://www.hellostepchange.com/testimonials/) - [Speaking](https://www.hellostepchange.com/speaking/) - [Blog](https://blog.hellostepchange.com/blog/) - [History's Greatest Strategists](https://info.hellostepchange.com/hgs) - [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Leadership](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Digital](https://blog.hellostepchange.com/blog/topic/digital) - [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy) - [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity) - [Contact](https://www.hellostepchange.com/contact/) - [(02) 8030 8655](https://blog.hellostepchange.com/tel:+61280308655) # The Step Change Blog The latest thinking on business, strategy, marketing and sales [Subscribe Now](http://www.hellostepchange.com/blog-subscription) [November 1, 2024](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) ## [Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) [Predatory Marketing](https://blog.hellostepchange.com/blog/topic/predatory-marketing), [Customer Journey](https://blog.hellostepchange.com/blog/topic/customer-journey), [Ashton Bishop](https://blog.hellostepchange.com/blog/topic/ashton-bishop), [Step Change](https://blog.hellostepchange.com/blog/topic/step-change), [Branding](https://blog.hellostepchange.com/blog/topic/branding), [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity), [Differentiation](https://blog.hellostepchange.com/blog/topic/differentiation), [Distinctive Brand](https://blog.hellostepchange.com/blog/topic/distinctive-brand), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning) [![Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities](https://blog.hellostepchange.com/hubfs/BLOG/Posts/2-Story/value-proposition-customer-insights-predatory-thinking.jpeg "Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities")](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) Let’s face it— we’re in a marketing battleground. Your business is only one of the hundreds or even thousands competing for your customer’s attention. If your goal is to win the war for attention, you need to differentiate yourself in a way that actually matters to your customers. While this sounds obvious, it’s not. All too often, businesses *assume* they understand what is important for their customers. [Read Further](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) [January 25, 2024](https://blog.hellostepchange.com/blog/the-business-models-behind-the-best-billion-dollar-unicorns) ## [The Business Models behind the Best Billion-Dollar Unicorns](https://blog.hellostepchange.com/blog/the-business-models-behind-the-best-billion-dollar-unicorns) [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Artificial Intelligence](https://blog.hellostepchange.com/blog/topic/artificial-intelligence), [Innovation](https://blog.hellostepchange.com/blog/topic/innovation), [Marketing Technology](https://blog.hellostepchange.com/blog/topic/marketing-technology), [Brand Building](https://blog.hellostepchange.com/blog/topic/brand-building), [Differentiation](https://blog.hellostepchange.com/blog/topic/differentiation), [Conversion](https://blog.hellostepchange.com/blog/topic/conversion), [Business Opportunities](https://blog.hellostepchange.com/blog/topic/business-opportunities), [Business Model](https://blog.hellostepchange.com/blog/topic/business-model), [Unicorns](https://blog.hellostepchange.com/blog/topic/unicorns) [![The Business Models behind the Best Billion-Dollar Unicorns](https://blog.hellostepchange.com/hubfs/BLOG/Posts/1-Strategy/billion-dollar-unicorns.jpg "The Business Models behind the Best Billion-Dollar Unicorns")](https://blog.hellostepchange.com/blog/the-business-models-behind-the-best-billion-dollar-unicorns) Yup, you read that right! Unicorns are no longer a myth — at least not in business. [Read Further](https://blog.hellostepchange.com/blog/the-business-models-behind-the-best-billion-dollar-unicorns) [February 23, 2023](https://blog.hellostepchange.com/blog/brand-salience) ## [What ChatGPT Doesn’t Know About Brand Salience](https://blog.hellostepchange.com/blog/brand-salience) [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Sales](https://blog.hellostepchange.com/blog/topic/sales), [Ashton Bishop](https://blog.hellostepchange.com/blog/topic/ashton-bishop), [Artificial Intelligence](https://blog.hellostepchange.com/blog/topic/artificial-intelligence), [Branding](https://blog.hellostepchange.com/blog/topic/branding), [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy), [Creativity](https://blog.hellostepchange.com/blog/topic/creativity), [Challenger Brands](https://blog.hellostepchange.com/blog/topic/challenger-brands), [Brand Building](https://blog.hellostepchange.com/blog/topic/brand-building), [Differentiation](https://blog.hellostepchange.com/blog/topic/differentiation), [Distinctive Brand](https://blog.hellostepchange.com/blog/topic/distinctive-brand), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning), [Brand Saliency](https://blog.hellostepchange.com/blog/topic/brand-saliency) [![What ChatGPT Doesn’t Know About Brand Salience](https://blog.hellostepchange.com/hubfs/BLOG/Posts/2-Story/brand-salience.001.jpeg "What ChatGPT Doesn’t Know About Brand Salience")](https://blog.hellostepchange.com/blog/brand-salience) *UPDATED: As of 23 February 2023* Are you even really running a business if you don’t know what it’s like to fight for recognition in today’s market? Getting attention is one thing. Being unforgettable is another.  Pay attention to the first brand in your head in a particular situation. Chances are, it’s one with higher brand salience than the rest of its competitors. The good news is you can have that for your brand, too.  A quick ChatGPT conversation will say brand salience is about awareness, consistency, repetition, relevance, differentiation, emotional connection, and user experience. If you’re a challenger business, AI will mainly tell you that you just have to strive for awareness and consistency. But what does that even mean? And how can you begin to incorporate those elements into your long-term and short-term goals?  It’s no lie — AI does have a pretty good grasp on ‘what’ you need to be more brand salient. But if you’re looking to get your hands dirty with the ‘hows’ and more importantly, get results, you’ve come to the right place. [Read Further](https://blog.hellostepchange.com/blog/brand-salience) [May 10, 2019](https://blog.hellostepchange.com/blog/brand-building-your-guide-to-distinctive-vs-differentiated-brands) ## [Brand Building: Your Guide To Distinctive vs Differentiated Brands](https://blog.hellostepchange.com/blog/brand-building-your-guide-to-distinctive-vs-differentiated-brands) [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Ashton Bishop](https://blog.hellostepchange.com/blog/topic/ashton-bishop), [Branding](https://blog.hellostepchange.com/blog/topic/branding), [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy), [Challenger Brands](https://blog.hellostepchange.com/blog/topic/challenger-brands), [Brand Building](https://blog.hellostepchange.com/blog/topic/brand-building), [Differentiation](https://blog.hellostepchange.com/blog/topic/differentiation), [Distinctive Brand](https://blog.hellostepchange.com/blog/topic/distinctive-brand) [![Brand Building: Your Guide To Distinctive vs Differentiated Brands](https://blog.hellostepchange.com/hubfs/BLOG/Posts/4-Creativity/distinctive-vs-differentated-brand-5.png "Brand Building: Your Guide To Distinctive vs Differentiated Brands")](https://blog.hellostepchange.com/blog/brand-building-your-guide-to-distinctive-vs-differentiated-brands) *UPDATED: As of 25 August 2022* Should brands aim to be different or distinctive? What is the difference between the two, and how do these strategies add value to the branding equation? We take a closer look at shared evidence and form our own conclusions on why distinctiveness stumps differentiation. [Read Further](https://blog.hellostepchange.com/blog/brand-building-your-guide-to-distinctive-vs-differentiated-brands) [![SUBSCRIBE NOW](https://no-cache.hubspot.com/cta/default/2337212/0782b7f8-d2aa-44f5-871b-ccc94914d873.png)](https://cta-redirect.hubspot.com/cta/redirect/2337212/0782b7f8-d2aa-44f5-871b-ccc94914d873) Content Title Description < Previous page Next page > ### Categories - [Marketing Strategy (203)](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Business Strategy (107)](https://blog.hellostepchange.com/blog/topic/business-strategy) - [Digital (107)](https://blog.hellostepchange.com/blog/topic/digital) - [B2B Sales (68)](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Culture & Leadership (62)](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Branding (59)](https://blog.hellostepchange.com/blog/topic/branding) - [Step Change (59)](https://blog.hellostepchange.com/blog/topic/step-change) - [Stump the Strategist (36)](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) - [Ashton Bishop (35)](https://blog.hellostepchange.com/blog/topic/ashton-bishop) - [Business Growth (26)](https://blog.hellostepchange.com/blog/topic/business-growth) ### Popular Posts [The Death of the SWOT Analysis and the Rise of the Strategic Radar](https://blog.hellostepchange.com/blog/death-of-the-swot-analysis-rise-of-the-strategic-radar) March 27, 2025 [![The Death of the SWOT Analysis and the Rise of the Strategic Radar](https://blog.hellostepchange.com/hubfs/BLOG/Posts/1-Strategy/strategic-radar.jpg)](https://blog.hellostepchange.com/blog/death-of-the-swot-analysis-rise-of-the-strategic-radar) [Team Decision Making: 4 Consensus Techniques Every Leader Must Learn](https://blog.hellostepchange.com/blog/team-decision-making-4-consensus-techniques-every-leader-must-learn) June 27, 2024 [![Team Decision Making: 4 Consensus Techniques Every Leader Must Learn](https://blog.hellostepchange.com/hubfs/BLOG/Posts/Team_Decision_Making/organising-team-decision-making01.png)](https://blog.hellostepchange.com/blog/team-decision-making-4-consensus-techniques-every-leader-must-learn) [5 Elements You Need to Create a Powerful Value Proposition](https://blog.hellostepchange.com/blog/5-elements-you-need-to-create-a-powerful-value-proposition) February 10, 2022 [![5 Elements You Need to Create a Powerful Value Proposition](https://blog.hellostepchange.com/hubfs/BLOG/Posts/2-Story/value-proposition.jpeg)](https://blog.hellostepchange.com/blog/5-elements-you-need-to-create-a-powerful-value-proposition) [What Are Brand Archetypes? How Do They Power the World’s Most Memorable Brands?](https://blog.hellostepchange.com/blog/how-archetypes-power-the-worlds-most-memorable-brands) July 5, 2021 [![What Are Brand Archetypes? How Do They Power the World’s Most Memorable Brands?](https://blog.hellostepchange.com/hubfs/BLOG/Posts/Archetypes/IntroArchetypes.jpeg)](https://blog.hellostepchange.com/blog/how-archetypes-power-the-worlds-most-memorable-brands) [How to Craft the Perfect Product Messaging](https://blog.hellostepchange.com/blog/how-to-craft-the-perfect-product-messaging) June 29, 2017 [![How to Craft the Perfect Product Messaging](https://blog.hellostepchange.com/hubfs/BLOG/Posts/2-Story/craft-the-perfect-product-messaging.jpg)](https://blog.hellostepchange.com/blog/how-to-craft-the-perfect-product-messaging) [How Genghis Khan and Mother Teresa Would Beat Amazon in Australia](https://blog.hellostepchange.com/blog/how-genghis-khan-and-mother-teresa-would-beat-amazon-in-australia) September 15, 2017 [![How Genghis Khan and Mother Teresa Would Beat Amazon in Australia](https://blog.hellostepchange.com/hubfs/BLOG/Posts/1-Strategy/beat-amazon-in-australia.jpg)](https://blog.hellostepchange.com/blog/how-genghis-khan-and-mother-teresa-would-beat-amazon-in-australia) ## Services  - [Brand Stories](https://www.hellostepchange.com/services/brand-stories) - [Business Strategy](https://www.hellostepchange.com/services/business-strategy) - [Content Production](https://www.hellostepchange.com/services/content-production) - [Marketing Plans](https://www.hellostepchange.com/services/marketing-plans) - [Predatory Marketing](https://www.hellostepchange.com/services/predatory-marketing) - [Value Proposition](https://www.hellostepchange.com/services/value-propositions) Search this site on Google Go - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [Services](https://www.hellostepchange.com/about/) - [Work](http://www.hellostepchange.com/work/) - [Speaking](https://www.hellostepchange.com/speaking/) - [Blog](https://blog.hellostepchange.com/blog/) - [Contact](https://www.hellostepchange.com/contact/) - [(02) 8030 8655](https://blog.hellostepchange.com/tel:+61280308655) [Step Change, Unit A1/35 – 39 Bourke Rd,NSW 2015, Alexandria, Sydney, NSW, 2015](https://www.google.com.au/maps/place/Step+Change/@-33.8705256,151.1952939,17z/data=!3m1!4b1!4m5!3m4!1s0x6b12ae3f1d1e23a5:0xa511ea8112c34020!8m2!3d-33.8705301!4d151.1974826")(02) 8030 8655 ![](https://www.facebook.com/tr?id=139956076415977&ev=PageView&noscript=1)