Always Remember That You Are Absolutely Unique
By Brian K. Hutton
Cultural anthropologist Margaret Mead once wrote, “Always remember that you are absolutely unique. Just like everyone else.” That is true of your company, products, and services as well.
The key is to discover those differences and to help customers and potential customers understand why they are important. This is one of the fundamental elements of a strong mission statement and a key strategy to help you build your business and create loyal customers.
Every company has a differentiator, even commodity products. Perhaps it is your ability to deliver on time. Maybe it is your customer service or ease of doing business. Perhaps you are the Bazooka Joe of your industry–fun, flavorful, and respected. It could be your variety or, on the opposite end of the spectrum, it could be the simplicity of your product line or service.
It may be a unique feature or benefit of your products or services: it’s faster, it lasts longer, it has a kickstand, all of our employees are certified, background checked, drug tested…you get the idea. Find ways to stand out by being recognized in your field. It may also be your company’s social conscience. Is your company green? Like Tom’s shoes, do you give away a pair of shoes for every pair purchased? Do you give free haircuts to the homeless on the weekend? Start listing out what makes you different and special.
Then, ask your customers. Why do they like you? What are the reasons they choose your product or service? Are there things that they don’t like, or areas of improvement? If it’s a product, do they modify it in any way after they receive it? (This is a great way to get ideas for add-ons and next-generation products.)
Also, talk to non-customers. Ask the same types of questions. Why do you choose the competitor? If there was one thing you could change about them, what would it be? Find out what attributes are important. And, find out what isn’t important.
If you can’t find a relevant differentiator, use this same exercise to develop or create one. You now know what’s important to your customer base. Find ways to do it bigger, better than your competitors. Make it the foundational question for your strategic planning. Does it make us deliver faster than our competitors? Does it make our product more durable? Is this decision socially responsible?
Finally, don’t forget the other half of the equation – everyone else is unique too.
Make sure to spend some time analyzing your competition. What do they do well? What makes them unique? Using a simple SWOT template is a great starting point. Ask yourself, ask your sales team, ask your customers and non-customers, and if you can, ask your competitors’ customers: what are brand B’s strengths? What are their weaknesses? What opportunities are there that you can take advantage of? And, what threats do they present to you? Look at their website. Read their advertising. Follow their social pages.
If your competitors are members of the Chamber of Commerce or social organizations or professional groups, join and casually ask them there. Everyone’s favorite subject is themselves. So, ask questions like what keeps you up at night? What excites you about your business? What do you see in the future of the industry? You would be surprised at how much people will reveal. Knowing them will help you to better position yourself.
You are unique. You are in business because of your unique abilities, your unique products, and your services. Discover your uniqueness and help your customers to see it. You will be happy with the results.
Brian Hutton has more than 20 years of experience in marketing, new product development, management, and strategic planning. He holds a United States patent and has written a chapter in Maximizing Marketing Communication Strategies: Leading Marketing Executives on Establishing a Unified Strategy, Connecting with the Audience, and Evaluating Message Effectiveness.
