Differentiation and Branding of Your Small Business

There great way for your business to compete in the market place is by differentiation.  Differentiation allows you to establish a unique brand and create a niche market.  This is how your small business can attract people who resonate with your style, your values, and your product. You will then be able to charge a premium rate for your services.

The key to differentiation success is to differentiate your business so much that you are the only 'go-to' provider offering that service. You need to be the "obvious expert".  You must offer an superior mix of products, services and value.

Often, business owners don't like to differentiate themselves too much in fear of losing potential business.  There are many things that can differentiate a business, but nothing is more important than creating your unique brand. You must establish your brand, and then protect its integrity.

A brand is more than just your business name, your logo or your tag line. It's what people, including you and employees, think, feel and say about your business. It's what you stand for.

Perception is so important. It's what your customers' experience, before, during, and after sale. Your brand should consistently and repeatedly convey to your prospective customers why they should buy from you, and continue to buy from you as loyal customers.

Establishing your brand is crucial to helping you stand out from your competition; it brings your competitive advantage and value proposition to life. The best time to create your brand and brand strategy is when you start your business.  This should be part of your marketing strategy. However, this is when it is most often overlooked. The second best time is as soon as possible.  Reaching out to a marketing firm to assist you in creating your marketing strategy is a sure way to get your brand created and your marketing plan set.  This will ensure your business success.