Claiming The Right Differentiating Benefit
This is one of the most important things you can do when you position your self or your business/brand in relation to your competition. Make sure you have a completely unique benefit that can be clearly identified with you, your brand, and your company.
Many brands focus on being trustworthy, reliable, maintaining high quality standards, developing innovative product and service solutions, delivering outstanding customer service and being highly responsive to customer requests. These areas of foci have led to continuous improvements in customer experiences. However, they have demoted integrity, reliability, high quality, innovation, customer focus and responsiveness from differentiating benefits to “cost of entry” benefits in many industries. Never the less, some brands are still clearly superior or even singular in their delivery against one or more of these attributes/benefits. Consider Apple and innovation or Nordstrom and customer service. One of our clients continues to gain market share by being superior in customer responsiveness. Even if you aren’t the top brand in your category on one or more of these attributes/benefits, it would still behoove you to become as good as possible with at least some of them.
Image courtesy of brandingstrategyinsider.com