If you’re in the market for a new pair of sunglasses, there’s a new brand to consider. Snapchat  — yes, that’s right, Snapchat — just revealed a new product: sunglasses that record video.
Like the popular smartphone app, the glasses record video in ten second increments. But since they’re wearable, it gives the user more freedom to record their daily lives.
The glasses cost $130. But this is likely just the start of some new products from Snapchat. The company actually just rebranded. Its website now states the company’s name as Snap, Inc. and describes it as a camera company.
This is an interesting shift for the popular mobile app. But after Instagram released Instagram Stories, which includes many of the same features as the Snapchat app, the company needed a way to differentiate itself.
Brand Differentiation Sometimes Takes a Lateral Step
Releasing sunglasses, cameras and other physical products to go along with its app could prove to be a difficult process for the company. But it shows that there are plenty of different ways for businesses to expand and distinguish their offerings . And that goes for your business too.
It might have seemed like a natural progression for Snapchat to simply add some extra features to its app. But the company went a different direction. And that could just set it apart enough to succeed.