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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