As a small business owner, I’m continually finding ways to differentiate myself and my service offerings, and examining what is the best use of my time in terms of both profitability and enjoyment. Lately, I’ve been trying to hone in on some specific differences. For example, I enjoy training but does it make sense for me to speak on any social media topic to any group?
This weekend, I was making a few social media updates for my client, Carroll King Schuller, who is a business and life coach. In reviewing some of her own content, I saw a quote from her that said:
Pay attention to what works for you. Ask yourself “what works for me?” daily for six weeks. It probably won’t take you that long to figure it out but you will figure it out.
That’s great advice. And I think I’ll take her up on her challenge because I know that clients choose me as their marketing consultant for different reasons than they choose others. And just because an opportunity comes my way, doesn’t mean that it is a good fit. I need to be more judicial in deciding what works for me and — perhaps more importantly — what doesn’t work for me and my company.
What about you?
- Are you careful in your business planning?
- Do you have specific goals that you’re trying to achieve?
- Do you know your strengths?
- Do you know the things you really enjoy?
- Do you know a great client relationship when you see one? Do you know what elements make up a great client relationship for you?
- Have you spent time not only thinking about these things but getting them down in writing?
Of course, that’s not to say we shouldn’t be flexible because opportunities may arise that we hadn’t thought of before. That’s good! But we still have to properly vet those opportunities to see if they are the best for us in the long run and that we’re not just chasing the first shiny object that flashes before our eyes. Brand differentiation is critical no matter the size of the company. Saying no to a business opportunity might mean that we clear the way for something better, something more enticing and perhaps even easier and more profitable just because it is a better fit.
More importantly, the process of properly vetting opportunities helps us to raise questions about what it is that we want – and therefore we continually work on differentiating ourselves and our companies in almost a methodical way.
Companies with the best brands are usually those who do a few things – or make a few products – really well. They know who they are, they know their culture’s foundation and they deliver meticulously on those few things.
Whether it’s Apple, Starbucks, Nike, Virgin, Disney or Harley Davidson, they’ve all said “no” to many, many opportunities. They know, without a shadow of a doubt, what works for them. And what doesn’t.
And that’s what brand differentiation is all about.
