Distinctiveness v Differentiation — Why Focus on Distinctiveness

In this episode, I talk about distinctiveness and differentiation, which is the subject of some debate in the branding industry. I also cover the important connection between brand value and IP.The role of identifiers is to uniquely identify your brand. This is the essential purpose of branding and distinctiveness is all about being recognized as the source or origin of your products and services. The way to create a distinctive brand that stands out in an enduring way is to focus on distinctiveness.In brief the episode covers:Distinctiveness v DifferentiationHow to make your brand stand out in an enduring wayBrand codesBrand identifiersChoosing identifiers with legal protectionWhat are the different types of brand identifiers apart from the brand name?The connection between brand value and IPA basic understanding of what is intellectual propertyMost valuable brand identifiers to protectTrademarks — how the law protects names, slogans, symbols, taglines, sounds, and other brand elementsIllustration on how IP impacts brand valueThe fundamental role of intellectual property in brandingValuable Resources:Register to attend the Brand Tuned book launch on 28 September 2021Brand Tuned Accelerator www.brandtuned.com