Positioning a brand doesn't solely rely on its point of difference.

True brands stand the test of time. Brands like CocoCola, Budweiser, and Nike that truly invest in an identity. This all begins with great brand positioning and starts with establishing a frame of reference, which then signals to consumers the goal they can expect to achieve by using such brand.

Now typically, brand positioning will focus on a brands points of difference however points of differentiation alone are never enough against its competitors. Developing a frame of reference is important because it dictates the types of associations that will function as points of parity and points of difference. In some cases, the frame of reference is other brands in the same category. CocoCola is a soft drink that competes with Pepsi. CocaCola, Gatorade and Lipton tea all belong to the soft drink, sport drink and iced tea categories, but they share the same frame of reference that consists of all thirst-quenching drinks.

When positioning a brand, you should never rely solely on points of differentiation. Once a frame of reference is identified correctly, the points of difference can be extremely powerful. Anything that distinguishes a brand from others in the same frame of reference are what sets the brand apart in its positioning.