Day 3 – Marketing 101: The Company Differentiator

photo credit: gogoloopie

Differentiate.

Embrace.

Lead.

Activating those three words will enhance your brand and provide a powerful platform for marketing your business.

Differentiate. Get very, very clear on whom you are and what makes your business different. Dig deep because that differentiator may be something very personal to you.

For example, Roger Lautt, is a realtor in Chicago – a competitive marketplace in an industry overflowing with thousands of people doing the same thing the same way. It’s very difficult to be different but Roger found a way. Dogs. Roger embraced his passion and found a way to turn his passion into his differentiator.

Roger made it his business to become the expert on anything dogs in Chicago. On his blog, ChicagoDogPad.com, Roger shares everything dogs in Chicago. His site includes information on dog parks, dog care, adoption centers, training facilities and…where to find dog friendly condominiums and apartments.

He’s even given his blog a bit of a social network twist – visitors can add a photo of their own dog. I know, I did.

photo credit: h.koppdelaney

Lead. Now known as “The Barking Broker,” Roger has carved out a niche market who finds him because they have similar interests. His story and his passion resonate with other dog owners. They seek him out as the expert for what they need – a dog friendly place to live in Chicago.

Embrace what makes you different then use that differentiation to become a leader. People want to follow leaders. They want someone to make it easy for them to find what they need. Roger does just that.

What Makes YOU Special?

So, what is it – really – about your business (or you) that set it apart from the others? Every company has at least one thing that no other company can brag about. The more specific you are in defining the unique qualities and the closer you look at the competition, the easier it will be to define your true differentiators and stand out from the crowd.

Some examples to consider:

• By service offerings – The world leader in preparing people for an emergency and keeping them safe after a disaster.
• By client need – Known throughout the area as the experts in building efficient, cost effective office space
• By the point of entry to solving client problems – Our services build the foundation for sustainable green practices.
• By staff – Our hospital staff are ranked #1 in customer service in Illinois five years in a row.
• By service delivery – The only customer support center where a live person answers the phone.
• By level of client served – We help create a better future for all seniors.
• By size of client – The experts in delivering the right payroll solutions to fortune 100 companies.
• By vertical segment – We’re dedicated to serving the needs of Universities across the United States.
• By geographic location – Serving truckers in Alaska.
• By value delivered – The only world class zoo in the heart of the city that is free.

As you determine your differentiators, ask yourself…can ANY other company say the same thing about their business? If the answer is yes then you’re not different. Be honest with yourself. The only one who will lose if you’re not, is you.

This is your opportunity to toot your horn. Share your company’s differentiator below.