Brand Differentiation: Ten Traps to Avoid

Matthew Fenton
7 min readOct 13, 2020

In my last post, I proposed five principles of brand differentiation:

1. The goal is not “difference.” The goal is value and meaning.

2. Differentiation is not something you find. It’s something you create.

3. In branding, as in life, what we do matters more than what we say.

4. “Best” is relative.

5. Be precise with your Who. Be creative with your How.

These are the starting points. But if you’ve ever attempted to cut your own hair…

Matthew Fenton

I write about brand strategy & freelancing. Ex-CMO. Music junkie. For brand leaders: For freelancers: