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“Marketing is the art of meaningful differentiation.” – John Lederer

Differentiation is a key aspect to effectively marketing your business. It is also one of the most challenging parts of being in business. We make choices every day based on differentiation. From the business partners you work with to the events that you attend, standing out in the eyes of your target market is essential to being successful in business.

On your website, if you can switch a competitor’s logo for your own organization’s logo and the content still makes sense, there is a problem. The phrases “dime a dozen” and “vanilla” come to mind when values, clientele, services, and staff expertise are interchangeable between your organization and another’s.

The issue comes back to how. How do I effectively differentiate my brand from the rest?

Here are a few key questions to consider:

  • What is your unique selling proposition?
  • What are your organization’s strengths?
  • Who else does what you do? What do they do really well?
  • Is there a gap in the industry that you could fill (that you aren’t already filling)?
  • What are your customers looking for that they aren’t getting right now?
  • What makes your organization stand out from the competition?

The goal is to successfully answer the following: What is my organization really good at that the market needs right now, and that few others are doing?

That’s the sweet spot, the centre of your Venn diagram where strengths, market needs, and uniqueness coincide.

That sweet spot is your organization’s unique ability. That’s what makes you different. That’s what helps your organization stand out and succeed. What it all comes down to is focus.

“In our experience working with clients, you can’t be everything to everyone and you shouldn’t try to be. The more you focus, the more you create opportunities to differentiate. Differentiation allows you to add value and establish a premium position in the market. Focused organizations grow faster and command more brand loyalty, and who doesn’t want that?” – Ted Kouri

Take the time to find your differentiated value, focus on it, and stand out. Less, really is more.

About Incite

Incite is a marketing and strategy consulting firm specializing in growth, brand, and communications. From market expansion and brand development, to supporting post-merger integration and building internal engagement, Incite’s strategic approach helps clients to better understand their market, clearly articulate value, align organizational resources, and connect with key stakeholders to achieve success.


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