If you are faced with a choice of buying Brand A, Brand B, Brand C, and you can’t perceive any difference among these three brands, which one would you buy? The cheapest one, of course. Only when there is perceived parity between brands does price become a critical deciding factor. Your customers also behave in the same way. That is why differentiation is one of the most important decisions that you have to make for your brand, especially in a world where competition has gone from tough to cutthroat to hyper.