brand promise, competitive advantage, differentiation, Memorability, sales, taglines, target audiences, Understanding Your Environment

Defining Your Differentiator With Detail

February 20, 2019 weathergirl15 46 Comments

I was prompted to write this post because of recent exercises and discussions in which I engaged related to how an organization differentiates itself from competitors. Earlier in the week, related to an opportunity I was pursuing, I needed to express in writing what makes me and my organization different from (well, really better than) other marketing consultants. I also had a discussion yesterday with a prospective new client — one in the very initial stages of creating a brand/identity — about the importance of calling out in marketing activities, including branding, what made his shop different from competitors.

Q: Why Should Your Target Audience(s) Choose Your Product or Service Over That of A Competitor?

Answering the above question is no easy feat! In certain industries, and with particular product and service offerings, it can be extremely difficult to identify a differentiator, particularly if your organization operates in a highly regulated industry where certain product and service features are limited or mandated by state or federal regulations. I’ll give an example from my corporate marketing days. I worked for two health plans who served individuals qualifying for state-funded health care coverage, such as Medicaid. The states in which the health plans operated had very specific guidelines regarding what plans could and couldn’t offer members related to the various healthcare coverage programs for which they were contracted. This made it very difficult to create and execute program benefits, features, services, etc. that stood out from competitors. For example, on the customer service and coverage front, state-contracted health plans were required to achieve a mandated level of customer service and coverage. One of the ways plans attempted to stand out was to offer tangible wellness benefits such as free car seats, bike helmets, etc.

Despite the type of challenge described above, I believe each and every organization can and should identify what makes them unique/special/different (in a positive way!) from competitors. To aid you in landing on a “differentiator with details”, i.e., an explanation that has some “meat” to it and isn’t vague or general, I’ve outlined steps and questions to use as you brainstorm individually or with others at your organization about how and why your products and services outshine your competitors, i.e., why your organization rocks!

STEPS FOR DETAILING YOUR DIFFERENTIATOR

Step One: Identify Broad Differentiation Categories In Which Your Organization Falls

Determine the broader categories on which your organization can differentiate its products & services. Note that there will likely be some overlap and your organization will fall into several categories.
- convenience (location, online/website user-friendly tools & apps, hours of operation, portability of service/product; ease of use of product or service)
- product features (consider how they speak to the various senses: taste, feel, appearance, sound, smell)
- less tangible benefits, such as free assistance on certain topics or activities or ongoing e-communications that educate client on topics of importance to them
- customer service (hours, days, quality, free vs. cost – does client have to buy service package?)
- speed (how much turnaround time to receive service or product post-order/engagement?)
- depth of expertise (# of years in business, in a particular industry, on a particular topic, background of organization leadership, etc.)
- price/value (this can be tricky to promote, and often isn’t the best way to differentiate yourself, unless you know you are the lowest-cost provider, and that “low cost” won’t be associated by your target audiences with being low quality)
- quality & durability of work, services, or product (materials used, how long something will last/be valuable)
- breadth of offerings (can your organization meet several needs or pain points of clients immediately, or if needed in the future?; do you offer one-stop shopping or connections to experts when needed?)
- organization size (what does your size allow for — more personal attention, less overhead equating to lower cost, more services and diverse staff experience?)

Step Two: Evaluate Which of Your Broad Categories of Differentiation Matter to Your Target Audience(s)

Ask and be honest with yourself about the following:

“Does/do my target audience(s) value what makes me different/is my differentiator important to a prospective customer?”
“Does my differentiator speak to a particular pain point or several pain points that a prospective client is likely experiencing?”
“Are you able to communicate your differentiator quickly/efficiently in a language your audiences will understand?”

At a minimum, you must be able to answer “yes” to #1 and #3 above if you plan to market your differentiator and have it resonate with target audiences, and ultimately support sales and lead generation.

Step Three: Build Out The Details of Your Differentiator

Hopefully, the above exercise landed you on one or two broad categories of differentiation that will be meaningful to prospective clients. Now, it’s time to build out the details. Let’s use size as an example. The “About” page of my site includes the following reference “Our small size means our Principal, Gail Snow Moraski, will be directly involved with your account, providing the experience and attention ALL clients deserve.” If your organization is a large shop, and you believe prospective clients will benefit from that, elaborate on why being large is beneficial. Your details around your large-size differentiator might reference the diverse, extensive experience of staff, the one-stop shopping you offer, the many, varied services you offer, or even the stability of your firm and the likelihood it will be around for a while.

Another differentiator example from our my own organization. Our tagline is “Maximizing Results Through Research-Supported Marketing.” I hope and believe that it expresses to prospective client audiences that I won’t encourage them to execute or continue any marketing activities that don’t generate leads or sales for them. And, that our tagline conveys that we are a data-driven, analytical shop. I consider my research and analysis skills a differentiator from some fellow marketing consultants who offer certain marketing & communications services, particularly writing- or creative-related ones, but don’t necessarily know how to determine in advance what marketing vehicles or activities (employing content or images/graphics they’ve created) should work as far as generating sales go, or how to go about analyzing what worked in the past. On the other hand, some marketing consultants have differentiators or skills that I don’t have, such as an artistic background/eye or experience creating and laying out sizable documents, such as annual reports.

In sum, the key to identifying and promoting your differentiator(s) is knowing which of your strengths a prospective customer will value most, and then, making it clear through understandable, concise statements what that differentiator is and how your target audiences will benefit.

We always welcome a good marketing brainstorm, so if your organization is struggling with determining your differentiators, which to promote, and how to effectively communicate them, we hope you’ll reach out.