Differentiation is not a tactic.

It's not a media selection. It's not a specific appeal. It's not a copywriting technique.

To really differentiate a company and their offerings from their competitors, they must identify and adopt a meaningful (to customers) and desirable position. It must be unique as well.

Then comes the vital part: they must make that differentiator the core of their business. All activities must surround and support the difference.

Some who've set good examples:

FedEx : their entire business was structured around the differentiator - overnight deliveries, guaranteed.

Hallmark: "When you care enough to send the very best" is the watchword in product design, TV commercials, store promotions and everything else they're associated with.

Home Depot: "You can do it. We can help." That slogan reflects the position of being helpful. So Home Depot has weekend classes and demonstrations. They hire knowledgeable and personable trades people to answer questions, counsel customers and configure projects. They give us confidence that, with their help, we can do it.

One could define the differentiator as the "corporate culture" expressed through words, image and deed. It begins as the corporate vision and is then translated and transformed into the BRAND and the brand promise by keeping true to the position.

At every decision point, the first consideration should be, "How will this decision affect or reflect the brand?". This is true in every department and every function, from establishing employee benefits to setting delivery schedules.

Stay true to the brand, its position and promise.

Martin Jelsema

Signature Strategies
Helping smaller companies profit from the power of branding