Hello, I’m
Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are
looking at differentiating your product or service.
It is
essential for you to understand what differentiates your business so you can
set it apart from the competition in your marketing message. Your branding goal is to be #1 in the minds of
your targeted customers. Remember, you are not trying to be number one to all
people; only to that group of customers who really want your product.
For example,
the following are advertising messages several of the large auto parts retails
are using:
- AutoZone – If you need assistance we can help
- Car Quest – For those people that really know cars, we are the store for you
- O’Rielly – Better parts, better prices
All of these
companies offer similar merchandise however they have positioned themselves to
appeal to a slightly different target customer.
Consider the
element that makes your product stand out and how, or if, that is different
from competitors. Once you have
completed your research, evaluate where you stand; are you clearly
differentiated compared to the competition?
If not, gaining market share will take more resources than if you have a
unique proposition and target customers.
Once you
have identified your differentiator, continue developing strategy and creating
compelling and consistent messaging to reinforce what makes your business
number one in the minds of your customers.
Once a Day Marketing™ positions brands to become #1 in the minds of target
customers. Visit our website at www.onceadaymarketing.com. Contact James
Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday
at 11:00am streaming live on SantaFe.com KVSF 101.5 FM.
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