In such a competitive market, it’s crucial to discover what makes your company, your product or service, or even yourself, stand out. As branding expert Bernard Kelvin Clive often says, “Without differentiation, you have no brand.” But not all differentiators are created equal. In this post, I’ll tell you how to differentiate yourself effectively so you truly connect with your target customers.
THE “BETTER” TRAP
Many companies emphasize aspects they do better than their competitors. While this can be beneficial, it’s often ineffective in marketing. Simply claiming superiority is often ineffective because it lacks a compelling narrative. Quality differences alone rarely capture the attention of potential customers.
THE “DIFFERENT FOR THE SAKE OF BEING DIFFERENT” TRAP
On the other hand, some companies and professionals strive to be unique just for the sake of it. This approach can also be flawed. Being different has no intrinsic value unless it addresses something your customers care about. Uniqueness without relevance is just noise. Don’t make the mistake of focusing on extravagant differentiation. Some people or companies, in pursuit of differentiation, consider doing something unusual just to be different. While this strategy can be fun, it is rarely effective.
THE POWER OF “RELEVANT DIFFERENTIATION”
True differentiation lies in being unique, but in a way that matters to your target audience. This means understanding what your target audience values and how you can uniquely meet those needs. Here’s a step-by-step approach to discovering what your relevant differentiation can be:
- Identify competitors: Determine who your target customers are comparing you to. These could be direct competitors or alternative solutions.
- Understand perceptions: Learn how customers perceive these alternatives. What are their strengths and weaknesses? What do they like about your competitors and what do they dislike?
- Identify the negative aspects of your competitors: Look for common negative aspects associated with these alternatives. Are there any recurring problems or dissatisfaction? What isn’t working well with your competitors or alternative solutions?
- Address the negative aspects: Present your offering as the antidote to these negative aspects. If the competition is perceived as impersonal, emphasize your personalized service. If your competitors are perceived as slow, highlight your speed. You must be perceived as the solution to your competitors’ problems.
While this process seems simple, it can be difficult to implement for your own company or yourself. Being too close to your business often makes you lose objectivity. Seeking outside perspectives or consulting with experts can offer valuable insights and give you greater objectivity.
In conclusion, EFFECTIVE DIFFERENTIATION IS ABOUT BEING UNIQUE IN A WAY THAT INTERESTS YOUR CUSTOMERS. By understanding their needs and positioning yourself as the solution to their problems, you can stand out in a meaningful and impactful way.
I’ll end with a quote from Jane Goodall that I love:
“What you do makes a difference, and you have to decide what kind of difference you want to make.”
