Differentiation

What’s something that doesn’t get enough credit in business?

Differentiation.

People need a reason to buy from you—one that appeals to both their logic and emotions, making them choose you over your competitors.

That reason is your differentiation. It’s about how you solve your ideal customers’ problems in a way the others in the market don't.

And here’s the thing: being different is not the same as being better.

Your true differentiation happens when:

• You do something very, very well.
• It’s something your competitors don't and can't do.
• There are people who value that and are willing to pay for it.

When you’re different (and when you know how to express it clearly), you stand out. 

You’re no longer stuck competing on price, features, or playing the same exhausting game as everyone else.

Imagine throwing your own gathering instead of chasing attention at a noisy party. Wouldn't you like that?

So here’s the challenge.

Take a moment and ask yourself or your team:

"What unique value do I/we create, for whom, and how?"

If the answer isn’t clear, it’s time to find it and build it.

Because differentiation isn’t just a branding choice. It’s the core strategy that will enable your business to grow and stand the test of time.

Let me know what you come up with—I’d love to hear about it!

Not sure where to begin? Reach out to me. We’re here to help you rise above the rest with a powerful brand that attracts the right people.

PS. I had a brief conversation recently with a new connection on LinkedIn, thanks to a mutual contact who'd put us in touch. It reminded me of what Jeff Bezos, the founder of Amazon, said: “Your brand is what people say about you when you're not in the room.” 

(And I felt flattered, of course!)