Those who’ve followed this blog – and a hearty thanks for that – know I’ve been periodically posting about the elements of the brand platform.

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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.

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One of the most important “ingredients” in your brand platform is a definition of how you will differentiate your brand from competitive brands. And one of the most powerful differentiators is being first in your product category or industry.

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When thinking about the differentiator plank in your brand platform, consider specialization rather than breadth of product line.

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

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Branding is first a strategic process. The outcome of this process is a brand. Whether you are branding a company (and that should probably be the first thing you brand) or a product, service or event, it begins with an assessment of the environment.

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There 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 [...]

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As I spend some time discoursing on brand differentiation, I thought readers might like an authoritative source on the subject.

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In building a brand platform from which your branding strategies, decisions, elements and activities will arise; the most significant plank is probably the way you plan to differentiate your brand.

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This plank in a brand platform has to do with your industry and your product category(s). It will speak to the environment in which you’re competing.

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