“Marketing is the art of meaningful differentiation.” – John Lederer
According to Harvard Business School, differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.
For us to stand out, it’s increasingly important to ask ourselves how we can……
- Differentiate our businesses from others.
- Operate in a niche we feel comfortable trading in.
- Be seen to be highly relevant to our target audience.
Spending some time thinking about our Unique Selling Proposition (USP) will help.
First used successfully in the 1940s, a USP refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.
Differentiation and our USP.
Our USP must include a feature that highlights benefits that are meaningful to consumers and stands out as a key differentiator for businesses. Here are some ideas to help us define our USP:
- Focus on our customers and customer experience.
- Root our USP in our business values. Our companies were created for a reason.
- Highlight our strengths.
- Position ourselves in contrast to competitors.
“In differentiation, not in uniformity, lies the path of progress.” – Louis D. Brandeis
Quote source: https://forbes.com
Thank you for reading!
