LEVER 5 : DO IT DIFFERENT, BE DISTINCTIVE AND INNOVATE
“Great Marketing is not about conforming, it’s about doing things differently and being distinctive. Its also about knowing how and when to manover well within your market so as to stand out “
Despite the increasing commoditisation of products and services resulting from the internet , business can and should further enable the appeal and awarness of their products and services through finding ways to be different (not the same ; exhibiting a difference ) and distinctive ( that which serves to distinguish between things ) in the market.
Distinctiveness is standing out with impact (using brand assets such as brand name, logos, colours, messaging, etc.) so that customers can easily identify, recall, and buy what your offerring in the market.
Differentiation is setting yourself apart from the competition by highlighting key aspects, features, and benefits of your business and and how it adds value to your customers.
Both are correlated but also very different building up both your distinctive stand out qualities and your unique selling proposition to help you grow and increase your visibility with your target market.
1. DO A QUICK SELF ASSESSMENT
Try answering the questions below yourself to get a general sense of what may be missing or adrift from your current approach to having differentiation and Distinctiveness in your Marketing and then focus on capturing opportunities for improvement and growth.
2. BENCHMARK TO OUR BETTER PRACTICE STANDARD
In collaboration with our independent specialist provider partner network we are continually developing better practice standard frameworks across multiple marketing disciplines from which our business members can benchmark their current practices against and more readily identify opportunities for improvement and growth.
Developing differentation and distinctiveness is generally best addresses through a combination of hard thinking around brand strategy and or innovation and creativity in product and service design, communication and delivery.
Have a unique value proposition to achive clear positioning in your respective market in the eyes of your target audience ,which will improve growth and boost your marketing campaigns.
Your value proposition should describe the benefits of your offer, how you solve your customers pain points and waht makes you distinct and different from everyone else in the market.
Use customer and audience insights to inform your strategies to uncover what you can do differently to stand out. Use competitor insights to uncover their weaknesses to make your offering stand out and ask their customers what they like and dont like about your competitors business. Find out where they are failing.
State what your product and service is and who it is meant for, the more specific the more impact it will have as will stating who it is not for. Dont make the mistake of trying to appeal to everyone.
Working with a more defined target audience allows for more efficient and cost-effective distribution and awareness of your business profile.
One of the best ways to develop and create meaninful differentiation is to set aside time to run a workshop with employees and/or suppliers preferrably offsite to work through and challenge the status quo and explore new and innovative approaches to your marketing issues and processes.
It can be easy for a business to lose sight of their core message when there’s so much competition and potential for distraction. Find your own voice and identify your ideal clients.
Realise you cannot nor will ever appeal to everyone and stay focused on who your customers really are and what they want and stick to that rather than trying to spread your message across too many places.
Stay true to your core message and focus on building long-term relationships with your customers.
Design your market offerrings and marketing strategy to attract life-long customers not short term deal seekers.
Being very clear about your core message and communicating to your audience needs consistently will go a long way to making you stand out from the rest.
In relation to distinctiveness in marketing this can best be delivered through the development of creative brand assets alongwith distinct attaching codification that consumers will instantly recognise. Having a uniform and consistent standardised approach to your visual designs and messaging only goes to support better recall and perception of professionalism.
Use brand assets(logo’s brand colours, etc )that stand out in a sensory way.Simple and consistent brand assets are easy to remember, grab attention, trigger emotional responses and make you distinct from others.
Have a signature colour for your brand to boost brand recognition.
Through it all consistency is the key as is keeping the brand fresh and interesting.
Two-way interaction with customers, however many, is a key way in which to capture whether your product or service still meet the needs of the market over your competitors. Customers will tell you how and where they use the product, what they care about, and why they buy it.
Mastering the discipline of engaging customers with regular meaningful yet non intrusive interaction is a further opportunity to differentiate your business over your competitors.
At Marketing Search we place signifcant emphasis on encouraging and promoting businesses to seek out and discover providers , strategies, products and services that are progressive and innovative in their design and delivery in addressing marketing problems and issues.
Through adopting their solutions you can further communicate points of difference over your competitors, given most will stick within their vanilla comfort zones.
Find and collaborate with partner businesses that have aligned values and audience interest to your business.
Aligning with like-minded brands in your marketing not only allows for sharing the cost of promotion but can also when done well enhance the value of the collective offer to your customers and give you a strategic additional point of difference over your competitors.
The key is not to dilute your values when working in alliance with others
Your audience will always hold you accountable. If you want to build loyalty, you have to stay true to your mission rather than compromise for short term gain.
Innovation is and should be a core activity for all businesses seeking growth and applied to marketing.
It is important for survival and can help businesses remain competitive in changing markets.
By actively developing and supporting an innovative culture where new ideas are created and implemented in the workplace (not just leaders) and encouraging and rewarding staff to come forward with ways to improve experiences a business can better retain and grow customers.
Employees can be directly involved in the innovation process in the form of creativity workshops. Teams working together across all functions work on innovation questions and develop new ideas and solutions. If the workshops are well moderated and the topics are exciting, an immense attraction will be created and people will be inspired and mobilized for innovation.
3. GROWTH CONTENT : DIFFERENTIATION AND DISTINCTIVENESS
In collaboration with our independent specialist provider partner & expert community we share strategic growth specific content centred on better practices in developing differentiation and distinctivness in marketing.
4. GET SUPPORT AND TAKE ACTION
Need some expert advice before you dive developing your differentiation and distinctivness in your marketing?
Get in touch with us at Marketing Search and get answers to all your questions.
We’ll explore your current approach and recommend ways you can improve to better stand out and get noticed.
5. CHECK OUT OUR 6 ADDITIONAL MARKETING GROWTH LEVERS
Get in touch, email or send us your specialist provider needs brief and we will revert back to shortly.