How to Identify Key Brand Differentiators for Your Brand Strategy

By now, it should be obvious how important it is to clearly differentiate your brand. But I still get questions about how to identify key brand differentiators — or how to prioritize them, clarify them, or use them in brand strategy development.

So I’ve produced an excerpt from a recent webinar I gave in which I took participants through developing their strategic brand platforms.  Take a look to learn:

• the role of differentiators in your competitive brand positioning
• 12 possible types of brand differentiators
• criteria to evaluate your brand differentiators

To learn more about brand differentiation, check out these resources:

• how to differentiate — < 3 minute video from me
• your culture shouldn’t just be great, it should be distinctive —  one of my Harvard Business Review articles
• zag — one of my favorite books by Marty Neumeier
• don’t settle for being an -er brand — another of my Harvard Business Review article
• what great brands do — my bestselling book
• different is better than better — post and link to a personality test by Sally Hogshead

brand strategy, denise lee yohn, competitive brand positioning, strategic brand platform, Branding Expert, brand differentiation, brand differentiators, branding speaker, brand framework