Differentiation: Core of your Brand

I believe differentiation is critical for any successful  brand. It should be at the core of the company, product, service or event being branded.

Differentiation needs to be strategically implicit in the way you do business, and perceived as valuable and unique by target market members. And it must be clear – easily understand and easily communicated by gatekeepers to others. And most important, it needs to be believable.

Doug Hall (yes, the same Doug Hall who was coerced into being a “judge” on last summer’s American Inventor clone of American Idol), in his very wise and very readable book, Jump Start Your Business Brain, provides the three ingredients to a successful brand, although he didn’t mention “brand” per se. He just calls them the “three laws of Marketing Physics”. (His way of differentiating by creating a new paradigm). Those ingredients are:

•     An Overt Benefit (what’s in it for the consumer?)

•     A Real Reason to Believe (why should the consumer believe what you have to say?)

•     A Dramatic Difference (how novel is your delivery of the first two factors?)

Mr. Hall has isolated and documented these three factors through extensive research, and claims that if they are present at sufficient levels, there is an 84% overall probability of success.

Be that as it may, I’ve advised clients to utilize those three “laws” as a sound approach to differentiation. They do provide a solid foundation for a compelling brand.

I believe you will find that applying them to your branding process will be valuable.

In future blogs, I’ll be quoting others with world-wide reputations concerning differentiation. It’s pretty important.



2 thoughts on “Differentiation: Core of your Brand

  1. Well, Alfred commented that a logo helps to differentiate a brand. He has leaped past the strategic underpinnings of a differentiated brand when he makes this statement. (Now I know he also provided a link to his site which he is welcome to do and that reveals his reason for a comment like this) A logo may reflect a differentiator, but is not a differentiator. The differentiator is a strategic, not a tactical, element. It’s much higher up the abstract ladder and, as defined by Jack Trout in Differentiate or Die, is inherent in the offering.

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