These are the things that make the brand different from others in the same category. Sometimes the differences are real, sometimes they are suggested by the nature of the product and developed into induced differences. This is an induced difference since there is no real differential advantage of Esso gasoline over the others. The tiger is the induced difference. The product comes from the mountain regions of Columbia Early morning picking enriches the taste of the product.
Pickers travel to the mountain coffee fields by burro.
Once you have brainstormed all the ideas you can get, you need to review them and eliminate those concepts that have been used by competitors, or the ideas you feel won't really appeal to the Target Market. Colombian coffee has a rich aroma. The decision to focus on one or the other must be determined by relevancy and opportunity. You may attempt to combine the most relevant features into a brand advantage statement e.g. drinking pleasure comes from knowing that Colombian, with its full bodied flavor is grown and harvested under special unique mountain conditions. The Target Market is the final judge of which characteristics are important.