The ultimate objective of a branding project is to create a differentiated brand because if you are not differentiated, the only way you will get business is by being cheaper. Can you be the cheapest kid on the block? If you can’t, you better find a way to differentiate your brand.

In fact, branding was originally invented 4,000 years ago to differentiate cows. Today, the form of branding might have changed a lot but the function has remained the same and that function is still to differentiate cows except now the cows come in the form of products and services; companies and brands.

The Distin model comprises 13 tested-and-proven differentiation strategies which are then applied to the client’s business to see which strategy can work best for a particular client.

Once a differentiation strategy is found, it is then dramatized which is the process of making the differentiator more exciting and larger-than-life. After that, the differentiator needs to be relentlessly communicated at all customer touch points.