Brand Builders Part 14: Are You a Specialist?

Do you think of yourself as a generalist or a specialist? With the products and services that you sell, do you feel like it’s anybody in everybody? Or do you have a very clearly defined niche? A very specific place with a very specific set of tools, and a very specific set of skills that you provide to people. Let me just tell you, the generalist, (the Walmart), they’re usually the least expensive option and typically considered to have lower quality. The specialist, (the ones that do one thing, and do it really, really well), oddly enough, they’re paid more. Isn’t that crazy? Yet, over and over again, look industry to industry, you’ll see it every time.

So, when you think about your brand, are you a generalist, or specialist? Because I’ll tell you right now, if you can really carve out your niche, you can really say this is my lane, and I’m dominating it. Well, when you know your niche, you know, you’ll be rich. So, you want to make sure that you know exactly what your specialty is, and more importantly, that you know exactly how to communicate it. Don’t try to be all things to all people. That’s a quick way to be special to no one. Instead, really define your area of expertise. Be able to tell somebody in the grocery store line in 30 seconds, not just who your company is and what you’re about why you exist, but how you’re different and better than everybody else.

Your role as a specialist in your industry in the market is going to help you gain market share. Now, you’re thinking, well, wait a minute, if I’m a specialist, I’m eliminating a whole bunch of potential business. Yeah. But what you’re also doing is opening the door to bigger and better business. So, whether it’s products or services, small company or large, the more that you can specialize, the better you’re going to be at building your brand.