Differentiation is more than cool. It is essential.
I talk with clients a lot about differentiating themselves and their product or service. Differentiation is more important now than ever.
Here are some ways for a company to be different:-
- Your reputation – credible references, referrals, affiliations, business awards
- Your time in business
- Your team is friendlier
- Your team is more knowledgeable/better trained
- You offer free delivery. Or you go to the customer.
- Your product/service achieves results faster.
- Your product/service achieves same results with less – greener, more efficient
- Your product, or the effect of using the service, lasts longer.
- Your product tastes, smells sounds, looks, or feels better. Targeting the senses triggers basic human emotions.
- Your product is light(er) or (more) compact.
- Your product or service is easy to use. “Plug and play”, working on the weekend, overnight turnaround.
- Your product has better safety features.
- Your product is hand made or your service is provided by a Partner or Director.
- You stand behind your products/services. You back-up your product/service with guarantees, warrantees or free replacements.
- You offer your product or service at a lower price.
What have I missed?