Prioritize Differentiation As Part Of Your Overall Brand Strategy
List of Items That DO or COULD Differentiate Your Brand …
- Target Market: specific customer segments your Brand appeals to
- Attributes: descriptive qualities or characteristics of your product/service
- Ingredients/specifications: the unique elements that comprise the product
- Methods: the proprietary method by which the product is made or service delivered
- Claims: definitive statements that can be made about your Brand
- Brand Heritage/Story: the narrative of why and how your Brand came to be
- Technologies: specific technologies distinct to your products/services
- Performance: the unique way the product works or results it produces
- Endorsements: statements of approval or support from customers or user groups
- Awards: recognition for your Brand
- Company: your Brand’s unique programs, people, designs, etc.
- Brand Personality: the way your Brand expresses itself, its DNA
Now Rate Each Differentiator By The Following …
- Importance to Target Market: must make a difference to your target market
- Difference from Competitors: greater the difference, the better the differentiator
- Ease of Achieving & Sustaining Difference: ease of establishing/maintaining your Brands differentiators
- Relevance of Brand’s Purposes: strongest differentiators support Brand’s essence/DNA
The more differentiated your Brand the better. Once determined, the Brand’s differentiators will drive the target marketing and promotion of the products/services.
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