Many people feel that all industries are saturated and with everyone trying to be different, they are all merging into the same.
There are many suggestions people have for how to stand out and be noticed, but ultimately you have to decide what is right for you and your business.
The best tips I’ve come across for standing out from the crowd are below:
1. Get ClearClear on yourself as a person, the personality or feel of your business, what it is you offer (products and services), how it helps others and why your loyal customers love your business. Let this clarity come through as part of your businesses personality.
2. Accentuate – Find out what your customers find appealing about your business and show what’s special about your business.
3. Mission statement – Revisit (or create) your company mission statement and look at what it intends to say. Is it filled with generic verbiage or does it articulate your true sentiments. Take a moment and recall how you felt when you decided to start your business, what had you hoped it would do? What was it that you loved? Is that still true today? Is that in your mission statement? Is it known by those who work with you and by your customers?
4. Connect – Connect with your customer’s experience. Does your product or service solve a problem? Does it improve a situation? What does the customer experience? Find ways to connect with it. Find out what is appealing about your business, and find out what your customers find appealing
5. Appreciate – Let your customers know you appreciate them. Find ways to connect with your customers and their customer experience.
6. Strive for Excellence – Does your business encourage its employees to strive for excellence in doing their jobs? Create an environment where employees feel appreciated and motivated to do their best so your products and service are always as great as it can be
7. Dare – Dare to try new things and be different. Typically businesses within an industry copy what others are doing and try to match it. When everyone is the same or similar it doesn’t give potential customers anything other than price to base a decision off of. Dare to try new things and see what works.
To varying degrees it is important to study and know your competition, having awareness can help you stay relevant and inform you about the changes in industry standards. Just don’t get too carried away with being just like the competition.
The more you refine the voice (or personality) of your business, the easier it will be to stand out.
The more you seek inspiration outside of your industry, the more nuances and creative perspective you’ll bring to your business.
You don’t have to differentiate loudly, just find what clearly resonates with you and your business.
He who trims himself to suit everyone will soon whittle himself away.
~Raymond Hull, Canadian Playwright