6 steps to successful marketing differentiation

Fail to differentiate yourself in the marketplace and you'll be exiled to the commodity ranks.

Never fear, though, because there's always something that you can use as a differentiator.

The differentiator doesn't have to already exist. You can create it!

The key is to take a step back and look closely to see what really is different - or what could be.

In addition to being different, though, think of something that's a positive AND that you really want to be a part of your identity.

You can choose to differentiate based on design, features, price (this is a longterm loser, though, if it's low price because someone else will always sell for less), people, attitude, business model, and many other tangible and intangible ways.

You need to understand your product, your brand, and your audience to succesfully differentiate.

6 questions to consider that can help you find yourself:

• Who do you (the company, organization, or community) really want to be when you grow up?
• Who do you want to appeal to?
• What "atmosphere" do you want to cultivate? Serious, fun, quirky, modern, classic?
• How are your people or company culture different? What is the company personality?
• How can you introduce unique design aspects or features into your product?
• Is there a way you can tweak your business model or process to make you unique and more competitive?

However you differentiate, it needs to be something that you can carry forward.

If people are your differentiator, you must make sure it's in a way that isn't dependent on specific people; otherwise you'll lose it when those people go away. This is especially risky in small businesses, where the company is often really the personality of the owners.

Sometimes you're too close to be able to see your own differences; after all, you see your products, company, and people every day so you tend to take a lot for granted.

Asking some of your best clients why they choose you can help clear your vision.

I'm offering a limited number of free consultations to kick off 2016. Schedule a consult if you'd like to discuss!