What Makes Your Brand Different? Most Can’t Answer That Clearly.

Differentiation isn’t about being first — it’s about being clear, relevant, and memorable.

I’ve worked across beauty, home appliances, and wine & spirits, and let me tell you — it’s never been easier to launch a brand. The barriers to entry are low, the playbooks are well worn, and the aesthetics are increasingly interchangeable. But while launching is easier, cutting through is harder. So if your once-thriving brand is starting to feel... muted, this might be the right time to sharpen, revisit, or finally define your brand’s most relevant PODs.

What Is a POD?

Let’s start with what a Point of Parity (POP) is. POPs are the baseline expectations consumers have in your category — things like “clean ingredients” in skincare, “great taste” in spirits, or “modern design” in appliances. These are not points of difference. They’re table stakes. At best, they get you a seat at the table. At worst, they become a crutch for lazy positioning.

That’s why so much branding advice emphasizes the need to find your Point of Difference (POD) — the thing (or things) that sets your brand apart in a way that’s both meaningful and motivating to your target consumer. A strong POD gives people a reason to choose you over someone else, and more importantly, a reason to remember you.

But even with all the talk about differentiation, it’s still one of the most underdeveloped parts of most brand strategies. Too often, brands build their identity around values that feel important but don’t actually set them apart — clean, effective, sustainable, inclusive. These may be foundational, but they are not, on their own, your POD.

Brand vs. Product PODs

PODs can exist at both the brand and product level. A brand-level POD might be rooted in a strong point of view, a distinct mission, a unique business model, or an emotional promise that resonates with your audience. A product-level POD tends to be more functional — think proprietary ingredients, patent-pending technology, or a format that solves a real consumer problem. The strongest brands usually have both. But even one, clearly defined and consistently expressed, can go a long way.

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Your POD Doesn’t Need to Be Groundbreaking

Many brands get stuck chasing something groundbreaking — and miss the opportunity to elevate what already sets them apart in a subtle but meaningful way. In the process, they often fall back on vague or generic claims that sound good but don’t actually differentiate.

Your POD doesn’t need to reinvent the wheel. But it does need to be clear, relevant, and compelling to the people you’re trying to reach. That’s especially true in today’s crowded marketplace. With so many brands knocking on their doors, retailers need a compelling story for why your brand belongs on shelf — what it brings that isn’t already there. Consumers need a reason to switch from what they already know and love. Your POD is what answers both.

But Can’t You Just Spend More?

There’s a school of thought — especially among well-funded brands — that you don’t need a clear point of difference as long as you can outspend the competition. Buy enough media, push enough promotions, flood enough channels, and the assumption is that people will pay attention.

And sometimes, they do. For a while.

But spending alone can only get you so far. You can buy awareness, but you can’t buy preference. You can create noise, but not necessarily connection. Without something distinct anchoring your brand in the consumer’s mind, the moment that media spend slows — or someone else outbids you — your traction disappears.

Differentiation doesn’t replace investment, but it makes every dollar work harder. It sharpens your messaging, strengthens your sell-in story, and builds actual brand equity — not just impressions.

The Data on Differentiation

Research from Kantar shows that brands perceived as different grow three times faster than those that don’t stand out.

Distinctiveness doesn’t always require a breakthrough product — it requires clarity, consistency, and the ability to show up in a way your audience remembers.

This principle shows up in other places, too. Bain & Company’s Elements of Value framework found that brands delivering more diverse and layered forms of value — especially emotional and self-expressive benefits — earn stronger customer loyalty, pricing power, and faster revenue growth. In other words, brands that move beyond functional sameness and tap into meaningful, differentiated value tend to outperform.

Havas’ Meaningful Brands study echoes a similar truth: 75% of brands could disappear tomorrow and most people wouldn’t care — not because those brands lack awareness, but because they lack relevance. Despite growing consumer expectations, most brands fail to deliver personal or societal value in a way that truly matters. Familiarity without meaning is a fragile place to be — and meaningful differentiation is what earns a place in people’s lives.

In other words, brands that move beyond functional sameness and deliver distinct, meaningful value tend to outperform — not just in perception, but in loyalty, pricing power, and long-term growth.

And if your brand blends in? You’ll likely end up paying more — and getting less — for every sale.

When PODs Fade — or Get Borrowed

Many brands start with a clear point of difference. But over time, it can fade — diluted by trend-chasing, competitive reaction, or the desire to appeal to everyone. And in some cases, another brand enters the space and effectively claims the same ground. When that happens, what once felt sharp and ownable can start to feel generic.

It doesn’t necessarily mean your brand is broken. But it is a signal to pause and get clear. Because once your POD is re-established, everything from messaging to product roadmap to retail sell-in becomes more focused.

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What Does Meaningful Differentiation Actually Look Like?

It’s not always about innovation. Sometimes it’s about emotional connection. Sometimes it’s about staying the course when others chase trends. The shape of a POD can vary — but the effect is the same: it gives people a reason to remember you, choose you, and come back again.

I’ll be sharing a few examples in an upcoming post that shows how different types of PODs come to life across brands — from cult classics to category challengers.

A Practical Framework for Brand Differentiation

If your POD is feeling unclear — or you’ve never defined it at all — you’re not alone. Many brands reach a point where what once felt distinct no longer resonates or no longer applies.

In a future post, I’ll share a simple, practical framework to help you uncover, validate, or evolve your brand’s points of difference. Whether you're building from scratch or repositioning for growth, this is work that pays off.

Stay tuned.

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