Are your differentiators meaningfully different?
In this week’s episode, we discuss how being different is not enough. Your differentiators can’t just be what you think makes you different, they need to be meaningfully different and resonate with your customers.
Branding Before Breakfast Ep 196 Are your differentiators meaningfully different?
Good morning. My name is Kiri, I’m the Business Growth Strategist here at Tiny Hunter.
This week, we have been deep in the land of workshops trying to dig into what it is that makes our customers meaningfully different. Being able to identify and communicate your points of difference to your ideal customer quickly and effectively is a really great way to help them make that decision to choose you over your competitors. But being different is not enough. Your differentiators can’t just be what you think are important, they need to be meaningfully different. And by that I mean it shouldn’t just be important to you, it needs to really resonate with your audience.
Let me give you an example. This week, one of our clients told us that their point of difference is that they are Italian, that no one else in the industry can claim to be Italian. And while this was true, we needed to understand and dig into that a little bit more, to work out what is being Italian What does that mean for their customers? Do they care about that? After we dug into it, we found out that in their industry, Italian had an instant association with quality, craftsmanship, passion, great design, all really relevant benefits for their ideal customer. I guess when you’re trying to work out your points of difference, don’t just stop for what is it that makes you different. Ask yourself, what does this actually mean for my customers? Is this important to them? If your points of difference are honest and authentic, then that will naturally flow through the business.
I think the hard work comes from just sitting down and working at your points of difference, and also talking to your customers to understand is this actually true what we think about our points of difference. Is that actually being realised in the business? And then from those points of difference try and work out which ones are going to resonate most with our ideal customer. And then you’ve got something really powerful there to work with.
That’s it from me, it’s time for brekkie.
Written by: Kiri White
Published: August 21, 2024