Differentiation: It's not just being different

Michael Deiner, Brand Activation Manager at JPL in Harrisburg PA, writes in the Brand 3.0 Group in LinkedIn: "Every time I read an article, white paper or blog about brand strategy development, the term “Differentiation” is featured as one of the key elements. Yes, differentiation is a key element in building an effective brand strategy, but it doesn’t stop there. Simply saying the same thing in a different way does not create the required space between your brand and your competitor’s brand. http://tinyurl.com/yf3ae3v"

To which I add:

The issue of differentiation in branding reminds me of what William Zinsser, in On Writing Well, notably said about style:

"Style is organic to the person doing the writing, as much a part of him as his hair, or, if he is bald, his lack of it. Trying to add style is like adding a toupee. At first glance the formerly bald man looks young and even handsome. But at second glance—and with a toupee there is always a second glance—he doesn't look quite right. The problem is not that he doesn't look well groomed; he does, and we can only admire the wigmaker's almost perfect skill. The point is that he doesn't look like himself." 

Other words, the differentiation is either there or not. It can't be embellished into reality. Michael, your advice – research your competition, your market, your own offering – will reveal what differentiation exists and can be reinforced over the long haul.

Conveying this differentiation is all about achieving clarity. Really, this is what good branding people get paid for. In most cases, effective branding is closer to sculpting than building. The essence is already in there. To produce, you chip away the unneeded material rather than assembling something from parts.