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Identity · Branding · Online Communication · Print
The Others
A good idea is to look at other industries to see how they do things. The restaurant sector might be expert at developing and listing their lunch menues simply and attractively. The low cost airlines at mailing you their latest destinations. The telephone companies at selling you related products and packages, etc.
Another Level
Ideally, if you can provide your customers with benefits that no one else in your industry provides, then you lift your company up to another level. And because there is no competition doing things exactly like you do them, it is up to you to set the price for the unique benefits you offer.
When we start a business, most of us look at similar businesses that do well within our sector.
Spoiling The Party
Seeking inspiration is not a bad thing in itself, but copying the competition to a degree that leaves your company with low pricing as its only competitive weapon is disastrous! Someone with lower prices always comes along sooner or later and spoils the party. Therefore, it is crucial that you differentiate your company, its products and its services from the competition.
Be Unique
Today, believing in the quality of your products and service is not enough, as quality products and services are what customers expect as a minimum. Ideally, any product or service of yours, or your business as a whole, has a USP – a Unique Selling Point. To identify what might be your Unique Selling Point, look at your industry and list everything you believe customers dislike about dealing with companies in that industry. Products or services from the list you feel you can deliver better than the competition can then, if explained clearly in promotional material, provide you with one or several unique selling points. It sounds very simple, but few companies really analyse the true benefits customers get from using them and not the competition.
Your USP
4/10 tips to improve your communication...
