POSITION: Identifying a distinct, underserved, or "big hole" in the marketplace that your organization can fill.​
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DIFFERENTIATION: Clearly distinguishing your organization, product, or cause from competitors to stand out in a crowded market.
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BENEFIT: Focusing on the value, outcome, and advantages provided to the donor or customer, rather than just the features of the offer.
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BRAND: Combining the previous three elements into a unique, consistent, and recognizable identity that creates a "singular commodity" in the minds of the audience.