Implementing Environmental Differentiation in Business

One of the essential rules of effective digital marketing is differentiating your strategies based on the appropriate factors. One of the most important factors is how the environment affects your branding. Basically, what may work in one environment may not work in another one which is why your brand positioning will change based on environmental factors.

Part of your market leadership will be to see, understand, and reposition your brand depending on where you plan to sell your goods or services. This will require good observational skills, the willingness to take chances, and the determination to see things through before trying another approach.

What is Environmental Differentiation Strategies?

Basically, this is a change in strategy based on selling goods or services in different environments. In other words, a marketing strategy that is effective in the US may not work in Europe. The differences may be even more profound within countries where what works in one state or region is ineffective in another.

The backbone to success with employing new strategies is that they focus on innovation, effective research, and addressing the needs of the consumers in a specific area. The result should be finding a strategy that works so that it can be exploited in a region, state, or even a community.

Effective Environmental Differentiation Strategies

To determine where your brand needs to be, the first step is to know where you are so you can make the appropriate changes. The best way to start is by looking at the competition who is marketing their goods or services in the same area. It’s quite likely that at least one competitor has seized the mantle of differentiation and has employed an effective brand positioning strategy. That is good news because you’ll have a better idea of how to market your business in a new environment.

Another area is benefits to the consumer. Keep in mind that differentiation is meaningless unless the consumer benefits in some tangible way. So, if you make the changes and customers are not responding, you will have to make more changes. Once you have found an effective strategy, you must be willing to stick to it over a long period. This will require additional resources, commitment, and focus so that your new efforts will succeed over time.

How It Works

For products, your digital marketing efforts will start with identifying the needs of the consumer from solving certain problems or at least addressing them faster. Based on where you employ your brand positioning, you may need to emphasize the importance of your product, how it can make things easier, why it’s better than the competition, and so forth.

It’s possible to dominate in terms of sales for a specific region even against worldwide competitors if you tap into the demands of the market. From providing a “secret ingredient” to promoting its convenience, speed, or quality, to coming up with slogans, logos, and marketing campaigns that emphasize attributes that have special appeal in a specific environment, the more effective your market leadership will be.

Effective branding is not a one-size-fits-all strategy, but rather it’s researching markets in different environments, regions, and communities to find its greatest appeal.


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  • Salim Reza

    Excellent article and great graphic.

  • Genesis skylar

    Thanks for sharing this article; every time I read your article I learn something new.


    I love the representation of Environmental Differentiation Strategies; it’s a simple way to showcase it. Bravo!

  • Santiago

    I just bought your book, Maria. I can’t wait to get my copy.

  • Curtis Perez

    Loved the part that talks about consumer’s problem solving. I mean take SEO companies as an example. There are a lot of them out there, but not all are honest. They charge you top dollar, then after several months you see no results. I go for an expert who teaches me something.
    I have been your loyal reader for a few years now, Maria Johnsen. I have decided to hire you for my project. Check your email.

    • Maria

      WOW! That’s awesome.😍👍 I look forward to working on your project. Thank you so much! 👏

  • Stephan Thacker

    When I see at Maria’s simple presentation, I understand leadership plays an important role in the process. You illustrated leadership like a sun that shines upon the whole process. Very well done.

  • David

    For a busy business owner like me, this article simply taught me a lot. It’s short, concise and precise. You are a true teacher, Maria.

  • Agnes Brown

    If a person wants to become the market leader he or she should start from creating an innovative product that solves a market problem. This is what I understand from innovation part. Thank you Maria.

    • Maria

      The first step is to create a problem that solves a problem and adds value. Thank you for your comment. 🙂

  • Cristina Ambrose

    It won’t happen without an effective marketing. In fact all these processes should be in place under the umbrella of good leadership and proper business intelligence in order to become fruitful. Thank you for an excellent article and simple graphic presentation.

  • Richard Hart

    Thank you for sharing your thoughts Maria. I follow all your social platforms and learned a lot from you. You are a true digital marketing leader.

    • Maria

      It’s lovely to know your thoughts and thank you for being a loyal reader and follower. I have noticed your engagement on my social media sites. 👏