A point of difference tells people about a characteristic, a point of view tells people about your character. Is your brand focused on small features that differentiate you from your competitors, or able to see the larger, long-term view?
Finding your purpose and turning your brand into a stand is part of what allows you to move from a narrow focus on your point of difference, sometimes called a Unique Selling Proposition (USP) to a wide view of what issues are most important to your brand.
Answer these 10 questions to find out if your brand has a Point of Difference instead of a Point of View:
Q: Do you talk about your product more than your values?
Q: Is price the key reason people choose your product?
Q: Do you compare yourself to other brands in your marketing?
Q: Are you engaged in incremental invention instead of game-changing innovation?
Q: Do you compete for a slice of the market share instead of finding a distinctive niche?
Q: Are you focused more on what your competitors are doing than what is authentic to your brand?
Q: Do you plan for the next quarter instead of the next quarter century?
Q: Do your consumers know what you make but not why you make it?
Q: Do your employees wonder why they should get up in the morning?
Q: Are you taking from the world more than you’re giving back?
The more “yes” answers you gave, the more your brand is relying on a POD instead of a POV. Find out how BrightHouse can brighten your brand view.
And look for more information about the impact of purpose here at BrightHouse on the blog. Be sure to follow us on Twitter and LinkedIn for the latest insights on purpose.