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"How to Differentiate" Worksheet (by Denise Lee Yohn)


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How to apply three ways to differentiate your brand from the competition.
Watch the video and download the worksheet here:

This is part of a 10-video series, "How to Build a Breakthrough Brand" ( 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 for more brand-building insights and instruction.

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"How to Differentiate" Worksheet (by Denise Lee Yohn)

  1. 1. how to build a breakthrough brand -- worksheethow to differentiate your brandDifferentiation 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 expectationsHere 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- control of resources and/or distribution other products offer superior You can also make others seem like copycats, outdated and functionality.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 to view Denise’s “How to Builda Breakthrough Brand” video series and access other worksheets • • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •