What do all great brands have in common? They are highly differentiated. They have an “it” factor. They have something that stands out and differentiates them from every other similar brand, product or service.
Differentiation makes things very clear. Leaders need to think about how to differentiate themselves and make it clear who they are and what they offer. In my interview with William Arruda, he mentions three things that can differentiate you: being either first, best or unique.
If you can be the first person in your field, either by starting company or being a thought leader, you have the ability to stand out. As the first, you have the time to build up your resources, to gain a following, and to define the field itself.
If you can’t be the first, another way to differentiate yourself is to be the best. Ask yourself if there is a way that your products or services can be superior to your competition. Find a way to be better than anyone else that’s out there.
You’re not the first, and you may not even be the best. But if you offer your service or product in a unique way, a way that truly distinguishes you from your competitors, you will be compelling to your customers.
You don’t have to do all three – it may be impossible. But, if you want to differentiate yourself effectively, pick one: Be First, Be the Best, or Be the most unique.
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