The chart above represents the browsers you are using to view this site. Which one are you on? What made you choose it? Did it come pre-installed with your computer?
Firefox represents the most widely used browser, yet it isn’t the default on most computers. The user has to install it. Why would someone use a different browser to experience the web? Are the differences really that significant?
According to their respective websites, each browser states what make it unique:
Firefox – Faster, more secure, and customizable.
Chrome – Fast start-up, fast loading, fast search.
Safari – Browse the web in smarter, more powerful ways.
Internet Explorer – Experience a more beautiful web.
Opera – A faster and safer Internet.
Based on that information, can you guess which browser increased 15% on our website over the last year? Chrome is correct. They chose their niche and attacked it. Here’s an example of one of their commercials:
I’m sure Chrome is secure, customizable, and all that other stuff, but they chose to own fast. The funny thing is, their browser isn’t the fastest. Opera often outperforms Chrome in head-to-head tests.
This goes to show that branding isn’t so much about being the best; it’s about building a reputation in an area your audience finds relevant.