Differentiate by the Book?

When speaking of differentiation in relation to branding, I'd be remiss if I didn't mention a book by one of the founders of the concept of "positioning", Jack Trout. The book is called Differentiate or Die. The title may smack of hyperbole, but it makes his point: differentiation is a critical component - no, not just a component but the very foundation of a viable brand.

Mr.Trout classifies a dozen types of differentiators, and makes a point that most of those we would think of as significant are really weak - differentiators like price, quality and customer service just don't cut it. Why? Because they are easily duplicated, or they can't really be substantiated.

Just being creative in your presentation isn't a good differentiator, either (ad agencies, eat your hearts out). This is a credibility issue.

But having a truly unique service, or a specialty product, or a totally new type of event can differentiate you.

So can other attributes that are difficult to achieve because of circumstance. Those include having a heritage, being the first or being the latest.

Another class of differentiator can be deliberately achieved if accompanied by good timing and a modicum of luck. These include being preferred by authorities, being on the leading edge of a hot trend, or being an industry (or neighborhood) leader.

Then there are the differentiators that a company can create deliberately through core competencies. It may be in the way a product is made (materials, process, patent), or the way in which a service is performed. It might have to do with the way you concentrate your attention on particular design aspects (like safety, ergonomics, or customization). Another differentiator might be the commitment you make to a particular market or market segment. It is possible to become a leader in certain segments through a concentration of resources.

Note that all these differentiators are derived from a strategic commitment to them. They are not marketing/advertising tactics. Unless they emanate from the business's very core, they will be, rightly, viewed as so much hype.

So look inside, not to an ad campaign, to differentiate your brand.

Martin Jelsema

Signature Strategies

Helping smaller companies profit from the power of branding

www.signaturestrategies.biz