We say that a brand has resonance when a client while getting acquainted with your communication channels (website, business card, social media) can clearly understand what you are selling. Your communication channels need to answer these questions:
Your company's mission statement is the main pillar of your Brand Resonance.
We say the brand has differentiation when the communication and advertising channels are clearly stating how your product or service is different from your competitors.
Differentiation is closely related to the concept of Unique Selling Point (USP).
Differentiation has to answer the question:
We say that a brand has trust when the client clearly sees how the company can prove its expertise and competence via branding.
Trust has to answer the question: