Differentiate Your Brand
How to make your brand stand out?
Employee Differentiation
Better Employee = Better Customer Service = Better Brand Establishment
Example: Singapore Airlines
• USP: Highly Trained Employees For Best Customer Service
Channel Differentiation
• Effective and efficient distribution of channels’
coverage results in better performance
Example: Eureka Forbes
• Achieved competitve advantage through direct-to-home channel.
Image Differentiation
• Company image defines customer perception. So it must be designed keeping in mind the psychology of
customers.
Service Differentiation
• 1. Reliability• 2. Resilience• 3. Innovation
Example: Domino’s Pizza
• USP: 30 min. delivery guarantee.
Emotional Branding
• Design of brands to exploit human emotions