Your unique brand goes beyond the service or product you offer.
Developing a brand or brand platform is complicated. In B2B, it’s not enough to use a product feature or a service as the foundation for your value proposition and your brand. While these are important, they don’t necessarily make you stand out.
Focusing on leading-edge features of a company’s offerings actually makes it more difficult to stand out. While the feature itself may be unique, it becomes lost in all the other feature-specific messages and branding in the world. Taking a broader look and focusing on the intangibles can create a more compelling story and improve differentiation.
Learn more from Forbes about other ways to create a differentiated brand story.