How to Make Your Business Stand Out18 March, 2022
What makes your business unique? As most business owners and marketers know, differentiation is key to outperforming competitors and attracting loyal customers. But how do you do that? First, you’ll need to identify what’s unique about your company, and then strategically communicate those values through a consistent brand voice.
Oftentimes, companies try to differentiate themselves by focusing solely on their products or services. This approach ends up falling flat since many other businesses offer the same thing. To effectively differentiate your brand, you’ll need to carefully consider the entire customer experience and your core values.
Identify values that are unique to your business
You might have heard of the purple cow metaphor in marketing. The concept, initially coined by Seth Golin, summarizes that brands should be “worth talking about. Worth noticing. Exceptional. New. interesting.” However, this idea oversimplifies what brand differentiation actually means. Being exciting and talked about doesn’t necessarily convert to sales or new members. If anything, it’s a band-aid solution for what should be a long-term investment and strategy.
So how do you figure out your differentiator? Focus on what your business does every day to serve your customers better than the competition. This concept is known as a unique selling proposition (USP), and some larger brands make good use of a USP in their slogan. A great example of this is FedEx, whose slogan is “When it absolutely, positively has to be there overnight”. This directly tells your customers that your business should be their go-to for fast delivery, no matter what.
Keep your differentiation alive and avoid being a copycat
Creating a point of differentiation can be difficult; once you, as a business owner or marketer, have managed to create that one element that makes you unique, it's easy to sit back and rely on this. But, most points of differentiation cannot last forever. Brands within the same market tend to copy-cat and scream "me-too." Since there’s a market full of copy-cats and brands failing to jump on the next opportunity of differentiation, it's easy to find yourself in the pit of convergence.
If you're struggling to differentiate yourself or keep your differentiation alive, we can help! Our marketing professionals understand the importance of differentiation and can help your brand stand out. Contact us or give us a call at (855) 946-2773 today!