In recent weeks I’ve found myself slicing and dicing attributes of various clients’ offerings to isolate a core component of branding and marketing success – differentiation.

It’s about answering the prospect’s question, “Why should I choose you?”

Sometimes the differences are minimal and pretty much meaningless. Does the buyer even care?

What I have seen in many cases, there is one differential the buyer does care about: you, your brand, or your company. What’s different and persuasive, it turns out, is who and what you are.

Sometimes it may be all that you need.

When you or your organization brand communications is a big part of what customers love, then success means  keeping in touch and maintaining great relations with your customers. PR rocks.