A strong brand is the intersection between what makes you unique and what people care about. If your competitors can claim the same thing, you can’t build your brand on it. If people don’t care about what you have to offer, then it doesn’t matter. We’ve coined this idea as a brand’s ‘Differentiating Value.’ Similar to a Unique Selling Proposition (USP), Differentiating Value provides a model for describing why people should specifically buy from your company. Where it’s different from USP is that Differentiating Value focuses more broadly on what people’s base human wants and desires are, instead of clear-cut product benefits. It seeks to uncover why people would truly care about your product, not just why you’re superior to your competitors. What are you bringing to the table that makes a supreme difference in their lives? How are they changed because of your product? Strong brands have that power to become more than a solution to a consumer’s problem. Most people don’t buy Apple products just to do their home computing or fulfill their entertainment needs. Most people don’t buy a Mercedes to get from point A to point B. They represent something more. And that’s what people are buying. That’s the value their products provide. Discover that and you’ll build an irresistible brand.