The sixth most important thing to know about building winning brands is that relevant differentiation is the defining aspect of a brand.
It is the most important thing a brand can deliver. Numerous studies have shown that relevant differentiation today is a leading-edge indicator of profitability and market share tomorrow. Does your brand own consumer-relevant, consumer-compelling benefits that are unique and believable?
Price is the worst differentiator because it is easily copied, reduces profits and dilutes brand equity. Product functions and features are also poor differentiators because they also can be easily copied.
The most powerful differentiators tend to be one of the following:
•Emotional, experiential and self-expressive benefits
•Other non-rational benefits
•Customer service elements that are invisible to competitors (such as rigorous customer service training followed by customer service employee empowerment)
•The carefully engineered “total brand experience”
Relevant differentiation, a key brand insistence driver.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
