Retailers are facing a conundrum: consumers want a variety of brands to choose from so they can pick the ideal product to meet their needs, but they’re becoming increasingly frustrated by the overwhelming variety out there. A recent study showed that 70% of those surveyed find brands confusing.

Just think of your last visit to the shampoo aisle: on the one hand it’s nice to have choices; on the other hand, all the choices start to “look” the same. Unless you have a shampoo that really does right by you (and thus you are a brand-loyal fan), you probably end up selecting a shampoo based on price. And that’s not good for the supplier or retailer because lower prices mean lower margins.

Now you may not be the next Procter & Gamble, but chances are you face similar challenges. You need to differentiate your brand in a sea of competition so that price alone is not the deciding factor between you and the next guy.

In “Detox the Branding Business,” authors Christoph Burmann and Jan-Philipp Weers outline what consumers find so confusing about brands today. These points are important to consider when considering how effective your own brand is.

• Brand parity. Consumers can’t tell the difference between one brand and another. The end result? The product is seen as a “commodity” — and that leads to price-only based decisions.
• Brand differences are relevant. Brands don’t do a good job of illustrating why “what makes them different” is relevant to the consumer.
• Trust. Inconsistent or insincere messaging undermines a consumer’s trust in the brand.

So how can you make your brand stand out from the crowd? Be clear about what makes you different and why that matters to your consumers. That means clear messaging that isn’t filled with marketing speak, but that speaks the language of the consumer and directly addresses their needs and interests. And that may mean varied — not inconsistent — messaging that speaks to the different needs of your varied consumers.

Be consistent. Be transparent. And consider the channels on which you address your consumers — be it in print, on your website, TV, radio or social media. Just where do your consumers go to get their information? Figure that out and then get yourself on that channel. Broad brand marketing with one generic message broadcast on every available channel will surely miss the mark.

Confusion isn’t your friend. But brand variety can be — if you have the one brand that speaks directly to the needs of your consumers.