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Point of Difference

pointofdifferencePoint of Difference is one of the four elements of a classic brand positioning.  It generally describes the unique way that the brand delivers on the target customer’s need.  Points of difference can be attributes or benefits. 

It generally is best to focus on just one point of difference. Sometimes, combining a point of difference with a point of parity is the best way to express what makes the brand unique (e.g., Miller Lite’s Great Taste, Less Filling slogan).  

Attributes and benefits are not the only bases of differentiation. Other points of difference include unique personality, unique ways of obtaining or distributing the product, celebrity and other third party endorsements and more. Look to the list of brand strengths and potential differentiators from the Brand Audit for ideas.