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. Stay up-to-date by subscribing. And be sure to follow us on Twitter and LinkedIn for the latest insights on purpose.