Several months ago I began a series of posts about differentiating your brand. Over the next couple of months I identified several ways you could explore differentiating your business or product. Well, here�s one I missed. And a good thing, too.

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As marketers, we have been taught to classify competitors into product or service categories. It�s a prime basis for the process called positioning. You, then, faithfully compete within your brand�s category.

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He was a refreshing change from most clients in that he appreciated the need to differentiate his business from established competitors. He hadn�t heard the term �positioning� before we talked, but he was well on his way of establishing one through the preliminary work he�d done.

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Another strategy for brand differentiation is assuming a leadership role in your market. Jack Trout and Steve Rivkin, in their book, Differentiate or Die, claim it’s THE most powerful differentiator.

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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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First of all, that means a position no one else in your product category (or adjacent categories) has already occupied.

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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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Amazon has taken customer service to an extreme only they seem to be able to commit to. So customer service can differentiate Amazon from their competitors successfully.

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The mission statement, the vision statement, the values statement, the positioning statement are all important to defining a brand. They should each be integrated into your brand platform to guide your brand’s development in alignment with the corporate strategic plan.

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