I’ve spent quite a bit of time on this blog venting about companies who are afraid to take chances and afraid to stand out in the crowd. Too many companies want to “play it safe” and blend in with all their competitors. But the fact is that’s not safe at all. Blending in is the most dangerous thing you can do. It hampers your success and makes you completely replaceable in the eyes of your target audience.
So, you know that it’s important to stand out from your competition, but how exactly can you do that?
- Pay attention to your customers’ feedback—Nobody knows what makes your company different better than your customers. You need to pay attention to the things they say about your company and your products. What is it that leads them to buying from you and not your competitors? If you’re not currently getting any feedback from your customers, try to do so through surveys, asking for testimonials, and monitoring the social media space.
- Study the competition…then do something different—Competitive analysis is an important part of developing a marketing campaign. Unfortunately, most companies go about it all wrong. They study their competitors and then try to mimic them. Don’t get me wrong, it’s important to identify the things your competition is doing that are working, but if you want to stand out, you need to figure out what you can do differently. Zig when they’re zagging.
- Create a basic marketing message—I always like to create a simple marketing message that acts as a foundation for the rest of the campaign. For example, Burger King says you can “have it your way,” and all of their advertisements play off of that theme. This is their differentiator, and they make sure that you always know it.
- Stay on point—It’s hard to develop a recognizable brand identity if you’re always changing your message. Once you’ve created your basic marketing message (your foundation), stay on point. Everything you do should emanate from that basic marketing message.
What are some of the things your company has done to stand out from the competition? Share your experiences by leaving a comment below.
Posted on Tue, April 19, 2011
by Brian Waraksa filed under