Imbuing brands with a sense of difference
Brand has meaning in people’s minds that exists beyond functionality.
Idris Mootee • 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals
In its simplest form the practice of branding is about creating differentiation, making one product or service seem different from competitor products. Brand values are the core beliefs or philosophy that a brand upholds, and which differentiate it from its competitors. Another way of characterizing a brand is by identifying its brand personality.
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
Differentiation: When it comes to standing out in a crowd, differentiation strategies seem well worn, with latecomers to the party left with little to work with. Personalities, on the other hand, have infinite possibilities. They’re not only unique but can be extremely memorable.
Stephen Houraghan • Brand Archetypes: The Definitive Guide [36 Examples]
differentiate yourself in the context of: The competition, and The clients’ preferred buying patterns
Robert Craven • Grow Your Digital Agency
Here’s the point: What we consider to be distinguishing factors that set our firm apart are not that distinct at all. They might very well be true, but they are not uniquely true, and that’s a fundamental challenge of positioning: how to be less interchangeable or how to be uniquely true rather than just
David C. Baker • The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth
