7 Ways to Build Your Brand: #3 Points of Differentiation
Each week we are working our way through the 7 ways you can build your brand, and this week is #3: Points of Differentiation. You can click here for the Overview, click here for #1 Target Audience, and click here for #2 Specific Messaging.
This week we are talking about Points of Differentiation. When I work with companies, this is the topic we spend a lot of time really digging into because it is so important. If you look and sound just like everyone else, and if your products appear to be just like everyone else, and if your organization is just like everyone else – then people are going to choose everyone else. If you don’t have a specific thing that makes you different and that makes you better, then why in the world would anyone choose you?
Depending on your category of business and the type of organization you have, it might be really hard to identify and explain your points of differentiation, but it is crucial that you not only identify those differences but also find a way to turn those differences into benefits for your target audience.
Where should you start?
- Detail each of the ways your organization, culture, process, products, services, pricing, and people are different than your competition.
- Dig deep into your competition and determine if your differences are actually different. Look at their website, social media, products, pricing, people, process and overall culture to see what they do well and, most importantly, what you do better.
- Have conversations with your customers (past and present) to see what they think are your differences and your benefits. Find out what they think about your competition. Determine what mental real estate is yours to own. Where is your niche?
Now take all of this information and put it into a benefits statement that will really connect with your target audience. Develop the messaging that will cut through the clutter and get their attention.
If you are still unsure of how to do all of this, be sure to check out our Brand Builders Workshops for a date and topic that works for you. The full list of classes can be found at brandrusso.com/BrandBuilders
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.
