Thursday, June 26, 2008

You're Better Than That!

Branding is all about market niches. To say your uniqueness is your great customer service or that your employees make the difference is simply not compelling enough. Take a good hard look at ALL aspects of the delivery of your product or service. Most companies try to be all things to all people, thinking this is the best route to getting all the business. It only puts you in a line with all the other companies taking the exact same strategy. That being the case, you are now just a price to the customer - a commodity.

Discovering that niche, positions you as something more important or compelling. It gives your customer a reason to view you differently. If you target a specific industry you can become the leader in that category. People like to deal with specialists or experts. It only stands to reason - if you lead - your not following.

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