[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-differentiation":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",47373,{"id":24,"name":25},"author-0301142015","Canto","2020-08-05T18:33:38","2026-05-18T16:28:27","Brand differentiation: 7 Ways to stand out From your competitors","brand-differentiation","7 new ways to stand out: A brand differentiation guide","Brand differentiation is a simple concept that requires creative efforts to accomplish. This guide offers the tools to make that happen.","What is brand differentiation? Brand differentiation is the process by which a company distinguishes its brand from competitors through unique value, identity, experience, or messaging. It moves beyond product parity to encompass how customers perceive and emotionally connect with a brand. Strong brand differentiation drives preference, loyalty, and long-term competitive advantage. Brand management is the […]","What is brand differentiation? Brand differentiation is the process by which a company distinguishes its brand from competitors through unique...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-differentiation\">What is brand differentiation?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand differentiation is the process by which a company distinguishes its brand from competitors through unique value, identity, experience, or messaging. It moves beyond product parity to encompass how customers perceive and emotionally connect with a brand. Strong brand differentiation drives preference, loyalty, and long-term competitive advantage.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa>\u003C\u002Fstrong> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--why-differentiation-is-so-valuable-to-innovative-brands\">Why differentiation is so valuable to innovative brands\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Think of the world of business like an academic decathlon. If you’re competing, chances are there’s a category you favor – for this example we’ll say it’s math. When the time comes for the math section, you need to capitalize.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"340\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191044\u002Fbrand-differentiation-13.jpg\" alt=\"A person doing math.\" class=\"wp-image-47411\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191044\u002Fbrand-differentiation-13.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191044\u002Fbrand-differentiation-13-450x255.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Similarly, if you’re an innovative brand with a creative idea, you have to capitalize when the ‘math’ section arises. Brand differentiation is your ‘math’ section; your time to shine.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The reality is, chances are the competition has the same solution you do for customers. For example, Apple and Samsung both offer a smartphone that is roughly identical to others on the market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, Apple and Samsung are crushing the competition when it comes to global smartphone sales. In 2019, seven out of ten phones on the top ten global shipments list were Samsung\u002FApple.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The iPhone XR shipped 26.9 million units globally, while the Galaxy A10 shipped 13.4 million (statistics courtesy \u003Ca href=\"https:\u002F\u002Fwww.gizmochina.com\u002F\" target=\"_blank\" rel=\"noopener\">Gizmochina\u003C\u002Fa>). This begs the question, if other brands have identical phones, why aren’t they selling any of them?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The answer to that question, and the key to success, then, is innovation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s now take a look inward. In what ways can each brand find to stand out in their branding?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You might notice a similar issue between your brand and its competitors – both offer the same service or product or solution to customer problems. It’s going to boil down to differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Learn more about differentiation and other methods in our comprehensive \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--7-dynamic-processes-to-boost-your-brand-differentiation\">7 dynamic processes to boost your brand differentiation\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">There are many ways to stand out, but they’re definitely not equal. Some, in fact, are detrimental. So how do you narrow your efforts to effective methods? Consider the following strategies:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-1\">1. Focus on the magic of brand experience\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">As you’ll see later in my examples, it’s pretty clear that most brands who have strong differentiation also offer strong experiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are many different ways to go about giving a memorable experience. One such way happened unexpectedly in a public place, thanks to the branding of Volkswagen.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In a public subway station, they set up the stairs next to the escalator to resemble keys of a piano, which made noise when people stepped on them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"340\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191048\u002Fbrand-differentiation.jpg\" alt=\"The Volkswagen piano stairs.\" class=\"wp-image-47380\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191048\u002Fbrand-differentiation.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191048\u002Fbrand-differentiation-450x255.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The fun the people had on the stairs spread to those who only got to watch online, making the campaign a success by promoting the ideals VW wished while making a brand memory for many.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, look for ways to create your own brand experience. This is a chance to get creative, because the possibilities truly are endless.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-15.jpg\" alt=\"A graph about the importance of experience.\" class=\"wp-image-47416\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-15.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-15-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It doesn’t have to be an all-out, crazy event, either. Sometimes it’s as simple as a friendly smile on a product or the design of a building. Whatever it is, make sure it’s memorable.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-2\">2. Be exclusive without being exclusionary\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">There are a lot of strategies to make exclusivity work for your brand, from pricing, to luxury, to exclusion or clubs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Take pricing, for example. Many brands have found ways to differentiate by raising their prices in relation to competitors. This can represent quality while standing out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, consider the ways luxury gives an aura of exclusivity. This doesn’t always have to be associated with high prices.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Luxury is attention to detail, originality, exclusivity and above all quality.\u003C\u002Fem>” – Angelo Bonati\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sometimes the appearance of luxury illuminates exclusive emotions. Think about the way some products are packaged, for example.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, sometimes the literal act of exclusion can help you stand out. Fast food companies notoriously limit special items arbitrarily, building hype.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"200\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191048\u002Fbrand-differentiation-2.jpg\" alt=\"A McDonald's sign warning about the McRib's availability.\" class=\"wp-image-47382\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A bar in New York City took this idea to new heights, placing a ‘secret’ entrance in their establishment, which is only accessible by phone in a tiny phone booth hidden away in the corner.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As you can see from the above examples, sometimes exclusivity doesn’t have to exclude at all to be successful.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-3\">3. Market uncustomarily, within reason\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Using good judgment when differentiating prevents us from going overboard.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Unfortunately, many marketing campaigns don’t heed this warning, ending up with a strange advertisement that wasn’t memorable, or in some cases, was completely inappropriate.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Unfortunately there’s no definitive guideline to this concept. Your judgment will be tested, and hopefully, you make the right decision.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The idea is to be extreme without actually being extreme; turn heads without getting blocked from YouTube or television.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Laphroaig Whiskey went contrarian when they created a 3.5 hour advertisement on YouTube (3:34:00 to be exact).\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"340\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-10.jpg\" alt=\"A screenshot of a YouTube video.\" class=\"wp-image-47403\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-10.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-10-450x255.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Most branded video advertisements on YouTube clock in at about one minute, making this video longer by 21,300%. Talk about extreme marketing!\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of your own unique ways to buck the norm, but keep it within reason.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-4\">4. Tell a tale that shows your true colors\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A brand story details how a brand came to be, highlighting the determination it showed throughout its history. The most successful brands have a relatable story that is told in a unique and creative way.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, why is a strong story so important? Consider that two identical brands become completely different when one has a story filled with rich history, struggle and triumph.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"397\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-16.jpg\" alt=\"A graph about the importance of stories.\" class=\"wp-image-47418\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-16.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-16-450x298.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Also think about the ways audiences love to connect to stories. Storytelling is a large part of human history, bringing a wide range of people together in ways that other methods cannot.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Picture how much easier it is to identify with a brand when you hear their story and realize people who were involved in its creation are just like you.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, take this feeling and use it to build your own story to connect in similar ways to target markets.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A good brand story should:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Highlight struggles and obstacles your brand faced\u003C\u002Fli>\u003Cli>Demonstrate your positive characteristics in some way\u003C\u002Fli>\u003Cli>Show you overcoming past obstacles\u003C\u002Fli>\u003Cli>Foreshadow how you’ll overcome future obstacles\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">A great example to check out is the Burt’s Bees chapstick brand, who tells a detailed, intimate \u003Ca href=\"https:\u002F\u002Fwww.burtsbees.com\u002Four-story\u002F\" target=\"_blank\" rel=\"noopener\">story about Burt\u003C\u002Fa>, the founder, directly on their website.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"340\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191044\u002Fbrand-differentiation-12.jpg\" alt=\"The Burt's Bees founder.\" class=\"wp-image-47408\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191044\u002Fbrand-differentiation-12.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191044\u002Fbrand-differentiation-12-450x255.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The reason this story is so effective is it’s extremely detailed, pulling back the curtain on his private life. There is no makeup artist or production team to spice up the story or pictures. It’s as if you’re looking at a personal scrapbook of Burt’s adventures.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Use this example to catapult the development of your story.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-5\">5. Look for ways to implement personification\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Similar to the brand story, personification offers a chance to stand out, even when you’re selling the exact same product or service as competitors.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"397\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191041\u002Fbrand-differentiation-12-1.jpg\" alt=\"A brand personalities graph.\" class=\"wp-image-47429\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191041\u002Fbrand-differentiation-12-1.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191041\u002Fbrand-differentiation-12-1-450x298.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Consider ways to take a product or service you offer and give it human traits. The results are surprisingly effective, as audiences love to feel an emotional connection to brands.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">M&M’s accomplished this with their marketing advertisements that cast their candy as living, breathing creatures who talked and told jokes.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"270\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-6.jpg\" alt=\"An M&M's advertisement with lifelike candies.\" class=\"wp-image-47392\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-6.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-6-450x203.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">They may not have the only bite-sized chocolate candies, but they certainly stand out thanks to the personification of their product.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-6\">6. Build and show your expertise\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>People who have expertise just love to share it. That’s human nature.\u003C\u002Fem>” – David Baldacci\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If two different people are offering the exact same service, whoever shows more expertise will be the one you choose.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, when brands compete, customers like to choose the one with more experience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of course, part of accomplishing this is by being an actual expert in your field, which we assume you are as a brand offering a service or product. However, not everyone knows this fact, and you need to show them somehow.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To do this, consider the following methods:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Guest-blogging\u003C\u002Fstrong>. Guest-blogging is a great way to show expertise, as you’ll get to show a lot of readers your knowledge about a specific topic. Keep in mind this should be done in addition to your own \u003Ca href=\"\u002Fblog\u002Fbranding-blogs\u002F\">branding blog\u003C\u002Fa>.\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191042\u002Fbrand-differentiation-17.jpg\" alt=\"A guest-blogging graph.\" class=\"wp-image-47421\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191042\u002Fbrand-differentiation-17.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191042\u002Fbrand-differentiation-17-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Reference other experts often\u003C\u002Fstrong>. In your own content, be sure to reference other experts. Chances are this will make your content seem more authoritative.\u003C\u002Fli>\u003Cli>\u003Cstrong>Use PR\u003C\u002Fstrong>. Nothing beats a well-crafted story of your brand on the news or other media outlets. It often creates a feeling of genuine authenticity for your audience.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Finally, be on the lookout for new ways to show your authority and expertise.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-7\">7. Target a new, niche demographic\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Believe it or not, you’re not tied to a demographic forever. Sometimes, a pivot, even if slight, can help a brand stand out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is also a way for smaller brands to combat larger, more popular brands, as they can win over a niche demographic instead of going head-to-head for larger markets.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, the wireless carrier \u003Ca href=\"https:\u002F\u002Fwww.fiercewireless.com\u002Fwireless\u002Fsurvey-t-mobile-poised-to-gain-share-among-millennials\" target=\"_blank\" rel=\"noopener\">T-Mobile conceded its uphill battle\u003C\u002Fa> against juggernaut Verizon, instead rotating their efforts towards capturing the millennial market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By switching their focus to \u003Ca href=\"\u002Fblog\u002Fgen-y-stats\u002F\">gen Y\u003C\u002Fa>, T-Mobile was able to get a larger piece of the pie, even though they were targeting a smaller section.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, this doesn’t mean that you have to be an underdog to go after a niche market. No matter the level of success a brand shows, there’s always the opportunity to expand a target audience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The above strategies offer a real chance to stand out and create legitimate separation from competitors. That said, it’s often important to see the potential successes that come along with differentiation. Let’s take a look at brands who did it best.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--examples-of-brands-who-nailed-differentiation\">Examples of brands who nailed differentiation\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">These brands made a splash with their unique marketing campaigns and revolutionary products and services. Use them as an example to differentiate on your own.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Beyond Meat\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"287\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-9.jpg\" alt=\"A Beyond Meat hamburger.\" class=\"wp-image-47400\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-9.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-9-450x215.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Meatless companies and products, despite having a hungry market (no pun intended), have never quite actualized mind blowing success. They’ve been stale, uninspired and unable to differentiate from each other to win the market over.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That all changed with Beyond Meat, thanks to innovative products and branding. Beyond’s products are now all over the globe, and they’re on the forefront of meatless brand success.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Their target market\u003C\u002Fstrong>: People seeking meatless alternatives that offer similar taste and texture to meat.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>How they differentiated\u003C\u002Fstrong>: The most obvious way that Beyond Meat is in their branding, starting with their name. Beyond meat implies that the product is the next step in food consumption evolution.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Further, they noted the stagnated products other meatless brands were promoting, and innovated the idea to emulate meat in many ways, rather than to move away from it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The result was a movement that many other brands tried to become a part of. Longtime chicken restaurant KFC even joined the party, \u003Ca href=\"\u002Fblog\u002Fco-branding\u002F\">co-branding\u003C\u002Fa> a chicken-less \u003Ca href=\"https:\u002F\u002Fwww.digitaltrends.com\u002Fcool-tech\u002Freview-beyond-fried-chicken-kfc-taste-test\u002F\" target=\"_blank\" rel=\"noopener\">chicken product\u003C\u002Fa>.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Planet Fitness\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"287\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191046\u002Fbrand-differentiation-8.jpg\" alt=\"A Planet Fitness advertisement.\" class=\"wp-image-47397\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191046\u002Fbrand-differentiation-8.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191046\u002Fbrand-differentiation-8-450x215.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are two types of people who go to the gym: those who love going and those who hate it. If you are one of the many who hate going to the gym, Planet Fitness decided to make it easier for you to love it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The typical gym is filled with things that discourage newbies and people who took a lot of time away from working out. Planet Fitness \u003Ca href=\"https:\u002F\u002Fmedia.thinknum.com\u002Farticles\u002Fplanet-fitness-continues-to-expand-with-the-right-mix-of-price-and-location\u002F\" target=\"_blank\" rel=\"noopener\">turned all that on its head\u003C\u002Fa> by excluding members who turn gym culture into an unpleasant ordeal.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Their target market\u003C\u002Fstrong>: Gym-goers who wanted to exercise without feeling the guilt brought on by stares from over-enthusiastic weightlifters.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>How they differentiated\u003C\u002Fstrong>: Planet Fitness is famous for restricting certain gym member types (shirtless, muscley men grunting and being intimidating to others), while promoting the idea that their specific gym is a ‘judgement free zone’. We won’t even fault them for misspelling ‘judgment’, because who knows, maybe they were trying to stand out?\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Red Bull\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"287\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-4.jpg\" alt=\"A Red Bull advertisement.\" class=\"wp-image-47387\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-4.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-4-450x215.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As the demand for energy drinks continues to increase, one thing remains the same: Red Bull is a popular option. There are many reasons for this, and continued differentiation is one of them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Red Bull refuses to be just a beverage, pushing the envelope on what a brand can accomplish in terms of experiences. This, among other things, have helped it remain in a class of its own.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Their target market\u003C\u002Fstrong>: People who want the taste of soda but with more caffeine.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>How they differentiated\u003C\u002Fstrong>: Red Bull has made lighthearted claims about its product’s efficacy (\u003Ca href=\"https:\u002F\u002Fnegolution.com\u002Fen\u002Fred-bull-the-drink-that-gives-you-wings\u002F\" target=\"_blank\" rel=\"noopener\">“Red Bull gives you wings”\u003C\u002Fa>), held global \u003Ca href=\"https:\u002F\u002Fwww.flyingmag.com\u002Fred-bull-air-race-wraps-up\u002F\" target=\"_blank\" rel=\"noopener\">events\u003C\u002Fa> and even sponsored a \u003Ca href=\"https:\u002F\u002Fdigitalsynopsis.com\u002Fadvertising\u002Fred-bull-stratos-felix-baumgartner-space-jump\u002F\" target=\"_blank\" rel=\"noopener\">space jump\u003C\u002Fa>! Pretty impressive for an energy drink brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Oatly\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"287\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191046\u002Fbrand-differentiation-7.jpg\" alt=\"An Oatly poster outdoors.\" class=\"wp-image-47395\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191046\u002Fbrand-differentiation-7.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191046\u002Fbrand-differentiation-7-450x215.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The market for milk has changed, opening a world of possibilities for new creations, such as soy, rice, almond, etc. This list of dairy-free milks is now bigger, thanks to \u003Ca href=\"https:\u002F\u002Fwww.vox.com\u002Fthe-goods\u002F2019\u002F8\u002F14\u002F20804045\u002Foatly-oat-milk-alternative-soy-almond-lactose-intolerant\" target=\"_blank\" rel=\"noopener\">Oatly and their oat-based milk products\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Apart from creating a new way to enjoy milk without the need for cows, Oatly is working to help the environment with their drink. This bigger purpose is evident all throughout their marketing campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Their target market\u003C\u002Fstrong>: People who want a dairy-free alternative to milk but haven’t enjoyed the options available, such as rice, soy and almond milk.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>How they differentiated\u003C\u002Fstrong>: Oatly used creative branding and marketing to attract a niche demographic, as well as a whole new product to separate from the pack. They’ve even expanded their oat formula to be used in ice cream.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Unmade\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-5.jpg\" alt=\"The Unmade company website.\" class=\"wp-image-47390\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-5.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191047\u002Fbrand-differentiation-5-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It’s been a bumpy ride for the world of fashion in the internet age. As clothing companies work to find new and effective ways to ship their products to customers, brands with creative solutions are coming out of the woodwork.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, one such brand did something that no one else thought of: \u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Foliviapinnock\u002F2019\u002F07\u002F10\u002Funmade-raises-5-62-million-for-on-demand-fashion-manufacturing\u002F#bf3e5613948e\" target=\"_blank\" rel=\"noopener\">re-purpose unused clothing materials\u003C\u002Fa> for custom orders.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Their target market\u003C\u002Fstrong>: Initially, their market consisted of customers who wanted to purchase a custom piece of clothing from high-quality fashion labels. Now, they help retailers design and manufacture new clothing ideas.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>How they differentiated\u003C\u002Fstrong>: By finding purpose and value where there previously was none, Unmade stood out to a market that typically had fewer options in terms of creating and\u002For purchasing different clothing materials.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">6. IKEA\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191048\u002Fbrand-differentiation-3.jpg\" alt=\"The IKEA store model living room.\" class=\"wp-image-47385\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191048\u002Fbrand-differentiation-3.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191048\u002Fbrand-differentiation-3-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Furniture stores, at least until recently, were chocked full of stereotypes that for whatever reason all seemed to be true from one place to the next.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Customers expected basically the exact same thing whenever they needed to purchase some furniture, and their experience matched these expectations every time. That was until IKEA started growing in popularity, and managed to revolutionize how people think of the industry.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Their target market\u003C\u002Fstrong>: Customers who crave new and exciting \u003Ca href=\"\u002Fblog\u002Fbrand-experience\u002F\">brand experiences\u003C\u002Fa> when they buy furniture.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>How they differentiated\u003C\u002Fstrong>: IKEA stands out by offering low-priced products that somehow look extremely high-quality. They also are more than a furniture shop (they sell food in-store).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They’ve essentially gamified their products, making it \u003Ca href=\"https:\u002F\u002Fwww.transformingthenation.com.au\u002Fwhy-is-ikea-furniture-so-hard-to-assemble\u002F\" target=\"_blank\" rel=\"noopener\">quite an experience to assemble\u003C\u002Fa>, which has become iconic.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Lastly, IKEA differentiates by understanding that no two customers are ever alike. This is evident from their guide to different bedroom layouts, which helped people find personalized furniture \u003Ca href=\"https:\u002F\u002Fwww.marketingdive.com\u002Fnews\u002Fikea-showcases-furniture-in-kama-sutra-guide-to-bedroom-satisfaction\u002F549709\u002F\" target=\"_blank\" rel=\"noopener\">based on how they sleep\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, if someone slept with a pet in their bed, such as a dog, the IKEA guide would detail the best bedroom setup for that particular customer.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">7. Etsy\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"302\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-11.jpg\" alt=\"An Etsy advertisement.\" class=\"wp-image-47405\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-11.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191045\u002Fbrand-differentiation-11-450x227.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Upon first hearing about Etsy, it may seem like a strange idea as a company, since they functionally seemed like just another eBay or Amazon. However, it turns out there was quite a market for it, and they were able to \u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fnicoleleinbachreyhle\u002F2015\u002F10\u002F10\u002Famazon-raises-their-fists-to-compete-with-etsy-in-the-handmade-market-space\u002F#6d65fbb33226\" target=\"_blank\" rel=\"noopener\">capture a niche audience\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Etsy is similar to eBay or Amazon in that it connects buyers with sellers across the world, but it differs in the fact it is dedicated to promoting handmade items that aren’t found on other sites. Clearly, Etsy was doing something right, because Amazon eventually tried to enter the same market, creating a handmade section as well.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Their target market\u003C\u002Fstrong>: People who had unique skills to make crafts that didn’t have a set place on a site like Amazon or eBay.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>How they differentiated\u003C\u002Fstrong>: By catering strictly to handmade crafts that customers wouldn’t find in stores anywhere or on other e-commerce sites. Etsy helped users find that very specific vintage handmade item they had been looking for all their lives.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--highlight-what-makes-you-great\">Highlight what makes you great\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Now that you have the above tools and strategies to stand out, it’s time to make things happen.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Somewhere out there, someone is looking for your brand – they just might not know it yet. Stand out in more ways than one to help them discover exactly what they need – you.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_differentiation\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",14,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-14.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-14-450x283.jpg","Similar fishes looking at a different-looking fish.",880,1400,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-9-450x283.jpg",20477,"brand-resonance-model","Brand resonance: How to build lasting customer connections with the Brand Resonance Model","Learn how to leverage the Brand Resonance Model to create impactful marketing strategies that foster customer loyalty and emotional connections. Read more!","\u002Fblog\u002Fbrand-resonance-model\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190645\u002FBrand-equity-vs-brand-value-8-450x263.jpg",40440,"brand-equity-vs-brand-value","Brand equity vs brand value: What’s the difference?","Do you know the main difference between brand equity and brand value? How about the minor details in between? If not, this guide is for you.","\u002Fblog\u002Fbrand-equity-vs-brand-value\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19193137\u002Fbest-books-on-branding-450x450.jpg",37490,"best-books-on-branding","The 3 best books on branding","It's easy to learn branding if you have the right materials. Don't sell yourself short with cookie cutter resources. Here are three super unique books.","\u002Fblog\u002Fbest-books-on-branding\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790226101941]