The Difference Between a Brand That Stands Out and One That Just Shows Up
When was the last time you reviewed your brand’s PODs? PODs?! What’s that? If you’re not entirely sure, you’re not alone. Many founders and brand leaders can tell you what their brand believes in, but stumble when asked what makes it meaningfully different.
And to really know your PODs, you also need to know your POPs. Yikes — POPs? Don’t worry. We’re not talking Point of Purchase... not this time. We haven’t defined PODs yet either, so let’s break it down. Your Points of Parity are the baseline expectations in your category — the things every brand needs just to play. Your Points of Difference are what set you apart in a way that’s clear, relevant, and compelling to the people you’re trying to reach. Most brands blur the line, and that’s where things start to feel generic.
In categories crowded with “clean,” “sustainable,” and “thoughtfully designed” brands, being values-driven isn’t enough. Your Point of Difference is what gives people a reason to remember you, choose you, and come back again. No gimmicks required. Just clarity, relevance, and the guts to own what really sets you apart.
It’s never been easier to launch a brand. The aesthetics are dialed, the playbooks are everywhere, and the barriers to entry are low. But cutting through and earning relevance? That’s the hard part. Consumers need your help — not just to notice you, but to understand why your brand matters.
Don’t worry. Even the big brands struggle with this. I’ve experienced it firsthand working on large brands inside major corporations. But sometimes, the right conditions force you to pause and re-evaluate what actually makes your brand special.
In this post, I break down the role of PODs, POPs, and why meaningful differentiation isn’t just a nice-to-have — it’s a business advantage.
📝 Read more on Substack: What Makes Your Brand Different? Most Can’t Answer That Clearly.
