- December 17, 2020
- Posted by: Owen
- Category: Advertising, Branding, Business Development, Marketing
Have you ever wondered how you’ll differentiate your brand from the competition? How do you differentiate your brand from others already within the market?
In today’s era of heightened competition in nearly every industry, it’s becoming harder to differentiate your brand. However, doing so has never been more important. Markets are saturated, and businesses are trying to find new and innovative ways to face out from the ocean of competitors struggling for consumers’ business.
Tips to differentiate your brand
Here, we have compiled an inventory of the foremost significant steps you will need to rise above the competition and stand out among the rest. The subsequent can work for B2C and B2B differentiation.
1. Competitor research to identify it for differentiation
As you depart on your journey to identify and implement the proper tactics to differentiate your brand, it’s important to conduct some competitor research. This helps you identify product gaps in your competitors’ offerings. It also allows you to identify ways during which you’ll achieve product and brand differentiation.
Before setting off on your research efforts, ask yourself this important question: What are others not doing that you just simply could be doing? The thereupon crucial question in mind, start researching competitors to identify those gaps.
You can conduct competitor research into any of the next areas (and many more):
- Product or service offerings
- Competitor content presence and impact
- How competitors’ websites and social media sites look and also the way engaging they’re
- Competitor customer satisfaction levels
- Customer reviews of competitors’ products and/or services
- SEO research to figure out which competitors’ content displays the best possible in bug results
This is just a sample list. In your research, you’ll want to identify the foremost impactful areas of your business. In other words, which parts of your public-facing brand image are the foremost influential in consumers’ purchase decisions? Identify those, and you’ll know which areas of your competitors’ presence to research.
Competitor research should be a primary element in any business’s brand reputation management efforts. Learn more about brand reputation management.
2. Deliver a world-class customer experience
The customer experience is quickly overtaking product and price thanks to the key driver of consumers’ buying decisions. It’s more important than ever, and every company should have a heightened specialization within the customer experience.
When you deliver a world-class customer experience, your customers stay happier, stick around longer, can become brand advocates (more thereon below), and show higher levels of brand name loyalty.
A world-class customer experience ends up in higher levels of customer satisfaction. After you’ve got satisfied customers, you dramatically reduce customer churn, which helps confirm the survival of your business.
3. Customer service and support differentiation
This is an outsized area that several companies overlook. But it’s one among all the foremost important areas to target when thinking in terms of the thanks to differentiating your brand.
The quality of a company’s customer support and repair directly impacts the overall customer experience. Consumer expectations are growing and firms that don’t deliver excellent customer service and support risk falling behind the competition.
If you’re doing delivery excellence in these areas, you’re embracing a best practice that will differentiate your brand.
But how are you able to ensure you’re delivering world-class service and support experience to your customers? The foremost effective way is to use customer satisfaction measurement methods to see satisfaction in specific areas.
One of the popular measurement methods for this is often the Customer Effort Score (CES).
4. Generate and nurture brand advocates
Brand advocates are folks that love your brand a lot they market it to friends, family, or colleagues. They’re also commonly observed as “brand ambassadors” or “brand evangelists.”
When they become convinced of the value you offer the market, they start promoting.
They’re doing this on their own, with none request from your company.
This constitutes an honest sort of free advertising for your business. And it’s the best form of advertising at that. It is said, 92% of consumers trust brand recommendations from acquaintances more so than traditional styles of promotion.
5. Solve a real problem for patrons
To identify which problems you want to target solving, you initially should generate detailed buyer personals. Buyer personals provide insight into the foremost challenges, goals, pain points, and interests of your customer base.
You’ll be ready to then take these insights and use them to uncover important problems that are not being solved by your competitors.
Once you identify those unsolved problems, you will be able to take some different approaches to unravel them. However, once you come up with an idea of attack; validate it together with your customers before implementing it. This may be a wonderful brand differentiation exercise.
The best thanks for doing that are to request feedback from your customer board (CAB). Your CAB can facilitate your understanding of which of your plans will help differentiate your brand and which cannot. Although, you won’t want to ask them directly whether your plan will differentiate your brand.
Rather, try to gauge whether their feedback and reactions to your plan are positive and provoking. The pieces of your plan that generate such feedback are validated. Those who don’t generate excitement haven’t been validated, and you need to reconsider including these in your plan.