Launching a successful business is not an easy task. With so much competition across every industry, it can feel impossible to stand out. But having a differentiated brand and approach is essential if you want to attract customers and thrive.
In this post, we'll dive deeper into three proven strategies to help set your business apart.
We all know you need to provide a great product or service. But just being a little better than competitors isn't enough. To truly stand out, you need to be fundamentally different.
The human brain is wired to tune out repetitive, expected information and focus on novel, unusual data. Familiar things fade into the background while differences grab our attention.
Apple is a great example of a brand that succeeds not by being objectively superior, but by being fundamentally different. Macs often cost more than comparable PCs, and can't natively run some software. But the operating system, design, and user experience set Apple apart.
Other brands that thrive through differentiation include:
Take time to understand current industry norms and deliberately position yourself outside them. Analyze how customer needs are evolving and what problems aren't being addressed. Craft a brand purpose that transcends superficial traits.
The more you can separate yourself from the herd, the more you’ll grab customer attention.
Today’s hyper-fragmented media landscape means you can’t just rely on one marketing channel. To stay top-of-mind, you need a presence across the key channels where your audience spends time.
A common failure is dabbling across too many platforms without gaining traction on any, or focusing on just one channel and neglecting the others.
Aim to establish a strong foundation on 3-5 core channels first. For example:
Mastering a few of these core channels provides the digital infrastructure and audience reach needed to separate yourself from the competition. They can work synergistically together to drive growth. Consistency and quality over time builds lasting positioning.
The specific channels will vary for each business. But in general, consider a mix of:
The key is to pace yourself. Gain real traction on one new channel before expanding to the next. Over time, build an integrated omni-channel marketing machine.
No matter how great your product or service, today’s consumers are skeptical of brands singing their own praises. The most powerful way to demonstrate value is through happy customer stories.
When asking for testimonials, guide customers to highlight:
Implementing these strategies enables you to stand out, reach your audience everywhere, and build credibility through customer proof points.
Contact us today for a free consultation on igniting growth for your business this year. Our data-driven approach and award-winning work has helped businesses just like yours gain an edge over the competition. Let us show you what's possible.