A branded differentiator can be a feature, service, program, or ingredient that makes our brand different from the competition. To be worthy of the term “differentiator” it must be meaningful to customers; both pertinent and substantial enough to matter when people are purchasing or using the service. It must also be actively managed (and thus be able to justify the investment of management time) over an extended period—years or even decades—so that it does not become stagnant.
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Our Brand Proposition (or Brand Statement) should clearly identify the benefits that a consumer derives out of our brand. While a brand proposition is often focused only on the benefits that a brand offers, a good brand proposition should also include the Unique Selling Proposition (USP) that includes benefits that no other brand can provide.