Points of Parity are the “must-haves” a brand must possess to be even considered in the marketplace. They are the table stakes, the givens that customers expect from the brands they choose. They are qualities, offerings, and solutions that are shared across competitive brands.
Points of Differentiation, on the other hand, are the attributes that make a brand unique. They are a brand’s value proposition, the things it can say, and the things it offers that no other brand can. Points of Differentiation are the reasons why consumers ultimately choose one brand over another.
If you’re focusing on Points of Parity – the same things that your competition can say about their product or service – then you will never rise above and gain true brand awareness, drive customer acquisition, and ignite your growth. You can only do that by taking a laser-focused approach to marketing and by articulating what it is that makes your brand the one that everyone should flock to.
At Avocet, we walk our clients through a thorough POP/POD process that allows us to drill down and clearly articulate these two vitally important aspects of their brand. Once these are fully outlined, our marketing efforts are streamlined to focus on the qualities, offerings, and solutions that matter most and that make a brand stand out, become memorable, and ultimately be the brand of choice with key audiences. Having strong Points of Differentiation enable brands to sell on value rather than price. They allow brands…most especially startups, entrepreneurial brands…to stand out in a sea of sameness.