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Define Your Difference - To Stand Out and Make Your Business Shine!
Article Description:
====================
Thoughtfully defining your business – and your differentiation -
will help you to understand who you are, what you do, and what
makes you different. Not many small businesses take the time to
answer those core questions about their business, but those
answers are essential to creating a strong brand identity,
focused messaging, and effective marketing materials.
Additional Article Information:
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556 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-02 10:36:00
Written By: Erin Ferree
Copyright: 2006, All Rights Reserved
Contact Email: mailto:elf@elf-design.com
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Define Your Difference - To Stand Out and Make Your Business Shine!
Copyright � 2006 elf design, All Rights Reserved
Written by: Erin Ferree
Elf Design
http://www.elf-design.com/
Thoughtfully defining your business – and your differentiation
- will help you to understand who you are, what you do, and what
makes you different. Not many small businesses take the time to
answer those core questions about their business, but those
answers are essential to creating a strong brand identity,
focused messaging, and effective marketing materials. Having
these will make a stronger impression on your target audience –
once you stand out, they'll be more likely to remember you when
they have a need for your products or services.
Taking this step will make you stand out from your competition.
Just think of your competition – and how they communicate about
and market their businesses. So many people are out promoting
their business without knowing these basic facts about their
businesses, that if you have these elements in place, you'll
outshine your competition.
In order to define your business's difference, you need to:
Determine your business's characteristics:
1. Who You Are: What is your business all about? What is your
mission, and what are your values?
2. What You Do: What are the unique services and/or products that
you offer?
Study and contrast your business with the competition:
3. Who Is Your Competition: Who offers the same or similar
services or products as you? Who are you consistently quoting
your service against, or competing with for shelf space? These
are your closest competitors, the ones with which you should be
most concerned in the definition process.
4. What Makes You Different: How are you different from those
competitors? Do you have a specific area of specialty, either in
the industry that you serve, problem that you solve, or the
service/product that you provide? Do you serve a certain
geographic area? Be careful to avoid the differentiators
"better," "faster," and "cheaper"-they're either too
subjective or too difficult to maintain as your business grows
and matures. Your differentiators should stay with you for the
life of your business.
Plan for your best customers:
5. Who You Can Best Help: Determine who makes up your target
market. It's best to determine both their demographics-facts
like age, race, sex, occupation-and their psychographics-their
motivations, hobbies, desires, and other factors that make up
their personality.
6. How Best to Reach Them: Once you know who you want to help,
the next step is to determine how to let them know that you can
help them. This means determining how to market your business and
which types of media are best to get your message out.
7. Which Differentiators Will Compel Them: Creating
differentiators will also help your target clients to identify
with you. If you tell them that you specialize in their industry
and their problem, then they're much more likely to hire you.
Defining your difference by answering all of these questions
allows you to thoroughly understand your business and to better
communicate with your customers. When you are specific about what
you do differently from your competition, customers can easily
identify you as the most appropriate business to meet their
needs. It truly simplifies your marketing, promotional, and
passive income processes.
And, when you Define Your Difference first, before creating your
brand or marketing materials, you will ensure that your brand and
marketing efforts will make you stand out from your competition
just by communicating these elements of your Brand.
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Erin Ferree, Founder and Lead Designer of elf design, is a
brand identity and marketing design strategist who creates big
visibility for small businesses. Erin helps her clients discover
their brand differentiators, then designs logos, business cards,
and other collateral materials and websites to reflect that
differentiation, as well as to increase credibility and
memorability. To learn more about defining your difference, check
out our eBook, Stand Out, at http://www.stand-out-branding.com .
For more information about elf design, please visit: Logo design
at http://www.elf-design.com
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http://www.elf-design.com/
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