what makes a company different from its competitors?
Have you ever struggled to differentiate your business from that of your competitors? If so, you’re certainly not alone. In any sector, there are multiple businesses providing the same or very similar services, to the same group of customers. Any marketing message a prospect hears from you, they are likely to have heard in very similar terms from a competitor – and most company USPs are, in reality, far from unique.
It’s the businesses that stand out and demonstrate why they should be chosen over their competitors that have the best chance of being successful. So how can you avoid getting caught up in the mainstream and really stand out from your competitors?
Start by thinking of a genuinely unique selling point to offer your customers. Do this by looking at your skills and background, and determine how this adds value to your service in a way that can’t be claimed by your competitors. For instance, at JDR we are different to most agencies by having a background in business coaching, rather than technical SEO or advertising. This gives us a unique slant on marketing and lets us provide insights that perhaps we wouldn’t have were our background different.
Look at the way your competitors do business – their sales process, how they treat their customers, how they deliver their service – and identify where there is room for improvement. These gaps are opportunities for you to differentiate yourself and to provide better customer service.
People turn to a product or service because it solves a particular problem. Know what these issues are and tailor your service – and the core marketing messages that surround it – to addressing them in the most efficient and cost-effective way. Play to your strengths. Be honest about what your skill set is and what qualifies you to address these pain points in a better way than your competitors.
Everyone knows the expression ‘Jack of all trades, master of none’. Don’t be Jack. In other words, don’t spread yourself too thinly and try to offer everything, as you risk going beyond your capacity to deliver. Instead, specialise in one or two niche areas that you excel at, and place these at the centre of your marketing messages.
Whether formally or informally, every business develops a certain character, which affects what it’s like for a customer to do business with them. Make sure this culture, and how you express it, ties in with what your target customers actually want. For instance, there is no point fostering an ultra-cool, hipster company culture if your customers prefer a straightforward, professional approach (and vice versa, of course). It is worth embedding certain values in your company culture, writing a mission statement, and ensuring all marketing communications ring true with how you want to present yourself as a business.
For all their similarities, most businesses genuinely do have unique points that set them apart. They just aren’t very good at talking about them. Your marketing strategy shouldn’t emphasise the ways in which you’re similar to your competitors, but the ways in which you are different. Don’t be afraid to break the mould with your marketing communications. So long as you understand your ideal customers and what they are looking for, be bold, be out there, be innovative, be radical. And be strategic with your marketing. Work with an agency who knows what they’re doing, and approach marketing in a consistent and measurable way.
Differentiating your business in a fierce marketplace demands creative thinking and a unified approach to branding and marketing. Let us help you make that difference and stand out from the mainstream – your customers deserve it. To find out more about our tailored marketing plans, please get in touch today.
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