Setting Your Brand Apart

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are looking at differentiating your product or service.

It is essential for you to understand what differentiates your business so you can set it apart from the competition in your marketing message. Your branding goal is to be #1 in the minds of your targeted customers. Remember, you are not trying to be number one to all people; only to that group of customers who really want your product.

For example, the following are advertising messages several of the large auto parts retails are using:
– AutoZone – If you need assistance we can help
– Car Quest – For those people that really know cars, we are the store for you
– O’Rielly – Better parts, better prices

All of these companies offer similar merchandise however they have positioned themselves to appeal to a slightly different target customer.

Consider the element that makes your product stand out and how, or if, that is different from competitors. Once you have completed your research, evaluate where you stand; are you clearly differentiated compared to the competition? If not, gaining market share will take more resources than if you have a unique proposition and target customers.

Once you have identified your differentiator, continue developing strategy and creating compelling and consistent messaging to reinforce what makes your business number one in the minds of your customers.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am streaming live on SantaFe.com KVSF 101.5 FM.

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