Finding unique positioning in a crowded space doesn’t have to be an arduous task but it is vital to truly differentiate yourself from a sea of your competitors. Taking an objective look at how you are positioning yourself and your brand within the industry starts with asking yourself “What’s your big idea?” Your answer will often define what your unique value proposition is — why your customers choose you over your competitors.
A truly unique selling point is a competitive advantage but it does need to be obvious, different and memorable enough that your customers can see exactly what your business has to offer that the other guys do not. In order to be remembered in a crowded marketplace, it helps if your business has a trait that is worth remembering.
“Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.”– Theodore Levitt
While a superior product and outstanding service serve as a foundation for growing a company that goes the distance, there is an opportunity to use differentiation as a competitive advantage.
When it comes to developing a unique point of difference for your business, it’s impossible to give one-size-fits-all advice. That said there are certainly some best practices that work across marketplaces and that any business owner can apply to make their unique selling proposition worthwhile.
Be sure to appeal to your ideal customer. Finding (and keeping) them often takes quite a bit of legwork. When you have finally identified your demographic, it makes sense to woo them through every touch point of your business.
Remember that it’s still about selling; creating a unique selling proposition is a form of differentiation that needs to be built around selling more products and services, not just making your business into a quirky brand that stands out.
Each communication must make a proposition to the consumer that says “buy this product, for this specific benefit.” Your positioning should also include something the competition cannot or does not offer and be strong enough to entice and attract new customers.
Be sure you are standing out for the right reasons and that your brand’s positioning in your marketplace is intended to move what you sell and getting your customer to say YES is what your offering.