An Open Letter to Businesses:
Brand differentiation comes down to three simple components: idea, promise, and implementation. Each is equally important in your overall success and, like a tripod, if one leg falls short the structure will be unstable and collapse.
Idea
You know your business better than anyone else. You know what it takes to differentiate yourself from your competitors. Knowledge and ideas are a great thing, but if you’re all ideas and no implementation—nothing gets done. This is where a lot of businesses will fall short; everyone loves to come up with ideas, but seeing those ideas through to fruition is what will set you apart from your competitors.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Promise
Do you know your business can provide better prices? Do you know your business can provide better service? Make a promise to your client or customer. Promises are an excellent way to differentiate your company from others. Be BOLD! Let them know exactly why your company is the best and why they shouldn’t think twice about coming to you.
Implementation
Promises are easy to make, but the follow through is the most critical step. First, ensure that the promise matches your mission as an organization and meets a key need for your customers. Second, make sure it’s financially possible in the short-term and profitable for the long run. Lastly, but most importantly, make certain all employees are well versed on all facets of the promise, and are going to ensure that each customer, or client, feels as though the promise has been kept.
If you know you cannot thoroughly implement a promise, make it a future goal and start small instead. It is a better idea to start with a small promise first and build to something larger, than to fall short on a grand and far reaching promise. Don’t let your big ideas fall by the wayside though just because you can’t do them now! Let them act as motivation to continue finding new ways to excel at making promises to your customers and keeping them.
