The three benefits

Standard benefits- If it was a t-shirt I was talking about, the standard benefits would be not only its size and colour, but what it's made of, is it easy to wash, colour that won't fade after two washes. These are standard benefits.

Company benefits. These are what the company offers to persuade you to do business with them. For example; next day delivery, x year guarantee on their products, no questions asked refund policy, bogof ( buy one get on free) x% off etc.

Differential benefits. When a company or supplier says they have 'kitchen worktops made from a rare Earthstone material'. This is not substantial enough until they back it up with 'for a lighter, stronger, more hardwearing worktop.' That statement becomes their differential benefits.