A brand can differentiate itself from its competitors through unique marketing and partnerships. A great example of this would be Ben & Jerry’s. Ben & Jerry’s is a widely recognizable brand for a few key reasons. Ben & Jerry’s creates fun for their customers through unique flavors and whimsical packaging. Similarly, they create unexpected and entertaining partnerships such as their partnership with Jimmy Fallon to create their flavor, The Tonight Dough. Finally, Ben & Jerry’s is outspoken and upfront about the values of their company. This can once again differentiate a brand and retain consumers even when they’re offered alternatives because they know what they stand for when they support a brand like Ben & Jerry’s. Creating core values, unique marketing, and unexpected partnerships can help to differentiate a brand from its competitors.

Staying on trend with your content is really important when appealing to Gen Z. For a video from a brand to be attention catching enough to not scroll past, a viral sound or trend is paramount.

My favorite brand right now is Patagonia. Their dedication to creating a more sustainable model of fashion while still creating a wide variety of products is very impressive.