Differentiation in an uncertain world
As I write, the situation with Brexit remains hugely unclear and the exact impact on business remains unknown. At present the only certainty, is uncertainty, however, from a marketing perspective the basic activities to push your business on remain unchanged, writes Chris Jones.
In fact, ensuring you carry out the fundamentals really well have never been more important.
As we compete on a more global stage, even when offering a seemingly identical service or product to our peers, differentiating in someway from the competition is vital.
Every business should have at least one feature which makes it different from its competitors.
The more defining factors the better, as it makes it easier to stand out and attract target customers.
Differentiators can be any feature of the business and ideally be orientated to meet customer needs.
Whether it is providing outstanding customer service or technical advice, going above and beyond with product quality, delivering a unique product offering, or even just holding a defining price point, the elements which differentiate a business form a key part of the marketing process.
Ensuring points of differentiation should form part of your business strategy enabling you to build campaigns from the top down. Having clear insight in to what makes you stand out from the crowd, allows you to highlight exactly why your business and products are the right choice for customers at all points in the marketing process.
As such you will be able to easily create communications and marketing material which have a common theme and powerful messaging.
So, do you know what makes your business stand out?
Chris Jones is founder of the Knot Agency
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