Competition is challenging. Going toe to toe with an adversary can be healthy for growth and change, but it can also be threatening and cause anxiety. The ultimate goal for any company is to stand out from the crowd and ensure their audience knows which differentiators make them special. When thinking about McDonald’s, their burger of note is a Big Mac–it has the memorable bun in the middle and is even topped with a “special sauce”. Burger King, on the other hand, has the Whopper, which is a more standard burger overall. However, what makes it stand up to the competition is that it’s flame-grilled with grill marks to prove it. They both have their place in the market, and have done an exceptional job of highlighting their differentiators. So, what are yours?
Conscious acknowledgement
Knowing who you are is key to helping others understand you as well. Lots of companies spend time at the beginning stages mapping out a clear identity, and then it gets lost along the way. Changes occur and people shift around, muddying the waters. Too often we see these events make a brand’s story unclear or contradictory. The lifeblood of your business is not only that you have something different or special, but how well your audience understands what you are about. It should be intrinsically weaved into your logo, all of your collateral, and your communication at every level. Pick something concrete and clear that makes you stand out, then shout it from the rooftops!
Take a look around
Too often we get head down in our work and adopt tunnel vision. All we can see is our own brand’s identity. It’s crucial to keep your competitors on your radar. Follow them on socials, see what they are up to on their website. The more aware you are of the noise around you, the more clear your voice can be to cut through that noise. Find a voice that isn’t being utilized and, as long as it suits your points of differentiation, use it to your advantage. Your outfit can’t stand out if you don’t know what everyone else is wearing.
Be the first
How often do you send out an inquiry to someone you’d like to work with only to get an email back weeks later? Efficiency is key in gaining the attention of your target audience. Companies with a short turnaround response time certainly stand out. As Maya Angelou famously said, “people will forget what you said, people will forget what you did. But people will never forget how you made them feel”. Valuing a customer’s time enough to respond to emails, calls, inquiries and requests as soon as you can speaks volumes.
With so much to focus on these days, consumers have shorter attention spans than ever. The best way to stand up to the competition is knowing who you are, knowing what your clients are hearing from others, and then responding quickly and efficiently. These strategies will foster genuine relationships and take you from just another company to a stand out favorite. We’d love to partner with you and hear what makes you special! Drop us a line today and we’ll get back to you as soon as humanly possible.
