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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Last post I wrote about the Mission Statement in the context of the Brand Platform.
Several folks have asked about the brand platform, specifically, what is one?
As the name suggests, it’s the foundation, the beginning of building a brand.
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Tags: Branding Platform, Positioning, Branding, Brand Managment, Branding Strategies, brand development, brand management, brand platform, […]

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Brand exclusivity might arise from differentiating your service from competitors or by targeting those market segments most responsive to those services.

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Branding can be a big part of differentiating one small bank from another. But as long as bank execs believe their main branding efforts should position them against the giants instead of their primary competitors, their brands aren’t going to be very powerful or successful.

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Branding and positioning go hand-in-hand to provide direction and consistency to a company’s strategic stance. This article defines the two concepts and goes on to identify the multiple factors associated with branding and positioning.

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