During the beginning phases of our work with clients, we spend a good amount of time asking them questions to get an in-depth look at their business. Over the next few weeks I am going to go over some of the questions we ask + the importance of them.
First, let’s start with a question that I think is super critical to think about in today’s business environment.
Why should your target audience choose you over your competition?
In the business environment today, industries can be over crowded and filled with endless competition. Looking at the endless companies that offer branding design, wedding photography or whatever it may be, can be super overwhelming. It can leave you feeling as if your business wont stand out and that you will just get lost in the shuffle.
This is where I think that your brand comes in. Your brand can help you differentiate yourself from your competitors and other business’s that offer the same products or services that you do. It can help you tell your story, what makes you unique and any values that may resonate with your audience. Your brand is a marketing tool that will help you stand out in a crowded market.
Where to start?
When you think about your company’s success, you need to give some thought to why your audience may or may not choose to work (or buy) from you over your competitor. It is a critical question to ask yourself, because if you aren’t thinking about it – then why would your audience be?
Let’s first start with why your audience WOULD choose you over a competitor. For this, I suggest taking a minute to brain dump what makes your company unique. Think about your systems, extra touches in your customer service, how you interact with your audience, your brand values, etc. Write all these down into a list on some paper.
Now, take a little bit of time to think about why your audience may NOT choose to work with you over a competitor. Think about some items in your business that may be slacking or a time that you may have lost a potential client to another company. What are those items that you may not consider your ‘strongest’ attribute? Write all those down in a list on the same paper.
Looking at the full list of these items will give you a good idea of what makes you unique in the market + why your audience will choose you, as well as some points that you may be able to improve on. Use this list and highlight those unique features in your marketing. If you think that those items make you stand out, your audience will as well! Focus on marketing them to your target audience.
The Perfect Example
A great example of this is a previous client of ours – Naked Goat Soap Co.
There are endless amounts of soap companies in the world – everything from Dove to a small shop on the corner, so it could be easy to get caught up in the idea that you can’t make it in that industry. But yet, Heather has done an amazing job of making Naked Goat stand out + thrive! All of her soaps are handmade in her studio using fresh goat milk from her farm in Hanover, Virginia. She has taken this unique feature of hers + highlighted it throughout her marketing efforts and brand. This specific feature makes her brand unique and memorable to the general public.
So what is your unique feature? Why will your audience choose to purchase or work with you over the business around the corner?
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