Category Archives: Branding Platform

Differetiating your brand – Own a desirable attribute

I’ve written several blogs about how important differentiating your brand is, and how a differentiation strategy should be included in your strategic brand platform. I offered several approaches, and here’s yet another one.

You can differentiate your brand by owning an attribute.

Here you concentrate on a particular characteristic of your offering, whether that be a product or a service. That’s just what Volvo has done, and the attribute they own is safety. Continue reading Differetiating your brand – Own a desirable attribute

Differentiate your brand by being first.

One of the most important “ingredients” in your brand platform is a definition of how you will differentiate your brand from competitive brands.

It was first in its timeAnd, according to Trout and Rivkin in the book, Differentiate or Die, one of the most powerful differentiators is being first in your product category or industry.

Now obviously only one brand can legitimately claim to be first. But if you can reposition your product or service into a new category, you can be first.

Here’s an example: Continue reading Differentiate your brand by being first.

Differentiate your brand by specializing

Specialized equipment does a better jobWhen thinking about the differentiator plank in your brand platform, consider specialization rather than breadth of product line.

Breadth of product line is not a very good differentiator for the same reasons price and quality aren’t good differentiators – they can all be copied by competitors. Even if you’re the first to establish a broad line, (i.e., a shampoo for every conceivable hair type and condition) other will not only follow but find additional types and conditions you hadn’t even thought of. Continue reading Differentiate your brand by specializing

Brand differentiation: quality

Quality control personifiedJack Trout and Steve Rivkin in Differentiate or Die declare that quality is not a strong brand differentiator.

Why? Because others can achieve the level of quality enjoyed by the current quality leader given time and resources. Also, quality has become such an important factor for any product in any product category that quality has become a “given”. That doesn’t mean there are no poor quality offerings. It just means that customers buying reputable brands expect them to possess quality. Continue reading Brand differentiation: quality

Branding begins as a strategic process

Branding workshopHere’s the first question I ask when I do a branding workshop: “What’s your definition of a brand?”. The answers are as varied as there are people in the room.

“Branding is your corporate image.”

“Branding is your good name.”

“Branding is a unique logo.”

“Branding has to do with what your facility looks like.”

“Branding is a memorable slogan.”

“Branding is your company’s personality.”

“Branding is advertising.”

“Branding is buying ad specialties with your name on them.”

“Branding has to do with building customer relationships.” Continue reading Branding begins as a strategic process

Brand differentiation: price doesn’t cut it

A low-cost providerThere are several approaches to differentiating your business, product or service. As mentioned previously, looking inside at your strengths, your corporate culture and your vision, mission and values is a good place to start.

Then overlay that core with a look at competitive activity and consumer perceptions to see what positions are already taken by competitors and which may still be open and attractive and a fit for your offering.

Many companies take a different approach. Continue reading Brand differentiation: price doesn’t cut it