Intrinsic vs. Extrinsic Differences

Your brand has certain points of difference that make it unique. And that's a good thing if you want to separate your company from the competition. Differences might be intrinsic, relating to product or process. For example, your brand might be made with advanced technology or materials or perhaps it's formulated to meet a specific health need. Intrinsic differences tend to be product features. Extrinsic differences focus on benefits, or what the brand does or promises to do.

Each Brand is Different

Some brands seem to lean in one direction. Coors® relies heavily on extrinsic values like music and partying to meet the social needs of its young adult target. LL Bean® promotes product features and functionality. Other brands balance intrinsic product features with extrinsic benefits. Volvo® differentiates itself with extensive structural features that meet the safety and security needs of its target. Microsoft® has established leadership by integrating platforms to simplify use of technology.