How to apply three ways to differentiate your brand from the competition. Watch the video and download the worksheet here: http://deniseleeyohn.com/branddifferentiationvideo This is part of a 10-video series, "How to Build a Breakthrough Brand" (http://deniseleeyohn.com/breakthroughbrand). Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need. Each of the 10 videos introduces a key step in the brand development process, and the accompanying worksheet outlines the points to get you started. Visit http://deniseleeyohn.com for more brand-building insights and instruction.

1. how to build a breakthrough brand -- worksheet
how to differentiate your brand
Differentiation is important because:
 it helps your brand stand out from the crowd
 it helps people remember your brand
 it makes your brand seem special
 it makes it difficult for people to compare your brand to others, so you can set your own price expectations
Here are three ways to differentiate:
1. Be first – Make your brand the first in a geographic area, or example:
offer a new product or service.
Apple iPad
If you are the first to fill an unmet need, you can enjoy “first Apple introduced its tablet nearly a
mover advantages” including: year before other brands offered a
- assumed market leadership viable competitor. As a result, the
- being synonymous with your category iPad is considered the category
- ability to set category expectations gold standard despite reports that
- control of resources and/or distribution other products offer superior
You can also make others seem like copycats, outdated and functionality.
boring.
How can you be first? _____________________________________
___________________________________________________________
2. Own an attribute – Use a specific attribute or feature to example:
distinguish your brand. Target
 Identify an attribute that no one else in your category is Walmart dominates the mass
promoting – or one that is a weakness for your competitors. merchandiser segment with its low
 Ensure the attribute is not a basic requirement that people prices and large scale. Target
expect from all brands (e.g., friendly service, fair prices, good differentiates its brand by owning
quality products, etc.) “design.” The company works with
 Adopt the attribute as the defining attribute for your business. designers to offer exclusively-
 Over-deliver on your attribute and communicate it at every designed products and its brand
touchpoint so people develop a strong association between communications have a design feel.
it and your brand.
What attribute or feature could you make your own? ________
___________________________________________________________
3. Specialize – Design your business to appeal to a specific example:
market segment. City Gates
Don’t be reluctant to target a specific group of people. If you There are hundreds of website
try to be everything to everyone, you end up being nothing to providers in my city. But City Gates
no one. But when you specialize in a target market, people focuses on websites for churches.
consider you an expert. They’ve developed a real expertise
Plus, if you show your target customers in advertising and in the kinds of features, content, and
signage, it often conveys a distinctive personality and makes designs that churches want and
your brand seem more personal. need. This expertise helps them get
noticed and hired by churches.
What market segment could you specialize in? _____________
___________________________________________________________
visit http://deniseleeyohn.com/bbb to view Denise’s “How to Build
a Breakthrough Brand” video series and access other worksheets
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