Yesterday I attended a webinar on branding for professional services firms put on by Hinge Marketing. The people at Hinge worked really hard to make it an educational experience rather than a stealth sales pitch. Good going, Hinge.

One of the critical aspects of branding is finding your differentiators. Yesterdays seminar pointed out that your differentiators need to be:
  1. True
  2. Provable
  3. Important to Your Clients.

That last one is critical to successful branding.

One of the questions everyone has is “How do I find my differentiators?”
Surprisingly this morning Seth Godin posted an article on just this subject. It’s very basic, but in his typical no nonsense style he hits on the essential nature of the challenge and offers sage advice.

What does your brand stand for?
If you tell me about service and quality and customer focus, you haven't answered my question, because a hundred other brands stand for that. If you are what others are, then there's nothing here to own or protect or build upon.
Compared to what?...