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16 November 2015 by Tom

DIFFERENTIATION - ARE YOU STANDING OUT FROM THE CROWD?

DIFFERENTIATION - ARE YOU STANDING OUT FROM THE CROWD?

In a competitive world, it is important that you are not only aware of who your potential customers are, but also that you differentiate yourselves from your rivals, giving customers and consumers a reason to choose you over them!

Customers and consumers now often face greater choice and it is vital to stand out from the crowd. There are a number of companies who are excellent at differentiating themselves from their competitors, brand champions who are able to drive brand value, invest in brands for the future, and remain at the top of the league table.

Millward Brown list the top 100 Global most valuable brands and there are some great examples of differentiation.

• Apple constantly lead the innovation curve, and this is something the company has achieved successfully through launching market leading, sophisticated technology, putting pressure on rivals with less savvy products.

• Coca Cola protect their leading position in the market by refreshing the brand message, through unique campaigns and launching new products.

• McDonalds has differentiated itself through the introduction of new products and communications to tackle the growing concern for healthier options demanded by consumers.

Differentiation is not just something for big organisations though. Small companies also need to differentiate to gain competitive advantage. What makes your business stand out from the crowd? How do you communicate this?

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