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Branding is a process of differentiation, not standardization from "summary" of The Brand Gap by Marty Neumeier
Branding is not about blending in; it's about standing out. It's not about conforming to industry norms; it's about setting yourself apart from the competition. In a rapidly changing market, where consumers are bombarded with countless options, it's essential to differentiate your brand from the rest. Standardization may seem like a safe bet, but in reality, it's a recipe for blending into the background. Differentiation is the key to success in branding. By creating a unique identity that resonates with your target audience, you can carve out a distinct place in their minds. This means going beyond the basics of your industry and finding ways to stand out in a sea of sameness. It's about finding your voice, telling your story, and connecting with your customers on a deeper level. While standardization may offer a sense of familiarity, it ultimately limits your brand's potential. By following the same formula as everyone else, you miss out on the opportunity to create something truly spe...
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