The point of difference is a key element in a positioning statement. It is the most compelling and motivating benefit that the brand can own in the hearts and minds of consumers relative to the competition.

Differentiation increases margin and customer loyalty, and lessens likelihood of switching.

Also referred to as Brand Benefits or Benefit Differentiation.

Consider these questions as you develop your Brand Benefits:

• How does your offering solve their pain point?
• How are you different from the competition in ways that are meaningful to your target customer?
• Why is your product/service the best solution for them?

Criteria for evaluating the benefit/point of differentiation:

• Does it reflect an emotional hook?
• Is it sustainable?
• Is it credible and supportable?
• Does it truly differentiate?

brand – what is it?
positioning statement
pain point
target audience
frame of reference
reason to believe
portfolio architecture
commoditization