In my last post, I proposed five principles of brand differentiation:
- The goal is not “difference.” The goal is value and meaning.
- Differentiation is not something you find. It’s something you create.
- In branding, as in life, what we do matters more than what we say.
- “Best” is relative.
- Be precise with your Who. Be creative with your How.
These are the starting points. But if you’ve ever attempted to cut your own hair during a pandemic – speaking hypothetically, of course! – you know there can be a huge gap between “best intentions” and “end result.” Things go wrong along the way.
The same goes for brand differentiation. There’s the moment of inspiration, and then there’s all the hard work that comes after it.Continue reading “Brand Differentiation: Ten Traps to Avoid”