The Power of Differentiation
by Gary Sain

In my last article, I spoke about the concept of IBranding -- the opportunity for you to position yourself as an individual brand and create a discernible difference in the marketplace. At-home travel agents have the greatest opportunity to embrace this concept. It all starts with the right attitude and thinking of yourself as an individual brand. Remember, a brand is no more than an expectation, a measure of trust, and a level of quality. A brand is a promise. "Products occupy a space on the shelf; brands occupy a space in your mind." For the at-home travel agent who can truly embrace the concept of IBranding . . . occupying THE RIGHT space in the mind of their clients and prospects . . . is the ultimate marketing differentiation.

The pillars of successful branding are these:

Unique/differentiated. Am I able to stand out from the crowd?

Relevant. Am I standing out in a way that is meaningful to my customers?

Esteemed. Am I running my business in a way that builds respect?

Knowledge. Do my customers clearly understand what I do?

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