“Our People Make The Difference” Is Not A Differentiator
Posted on December 08, 2009 by Ed Roach
Frankly – you’re greater than that!
In my Brand Consulting side of things, “Our people make the difference” is the by far the most common answer to my question – “Exactly what is it that makes you different from your competition?” Let’s be honest every company’s employee pool has talent and they do a great job making their products great. You have to dig deeper and pull out something more compelling that makes you the leader. You’ve got to be the first to market with this powerful position and you have to deliver it is such a way that your target audience see’s your company as the only alternative.
Simple eh?
The fact is we can achieve this goal is several different ways. We can look long and hard and see how the delivery of the product can be facilitated whereby the client experience’s is an overwhelming difference from how it is typically delivered within your industry. Let’s say you are a burger joint. EVERYBODY follows the McDonald’s standard of a graphic menu board above and behind the counter. Is there another way that is bolder, better and ground-breaking? Look at your burger joint from a new perspective.
What if your product is a medical service? Lot’s of compliances right? Sure the public has to be safe. Well what if you went one better? What if you developed your own compliance? Name it and promote it as your own. Make sure that it’s progressive and bold. So bold that the competition probably thinks your crazy to adhere to it. Crazy genius I’m thinking.
I call these solutions Positioning Strategies and most companies don’t employ them. Most companies employ slogans. When was the last time a slogan compelled you to act? I’ll bet your thinking hard about that aren’t you? Remember when the iPhone came out? It was the only smart phone offering “apps”. That and the touch screen quickly made it a leading contender in what seemed a saturated cell phone market. A compelling reason to buy, actually created a brand-new category. This is not beyond what you are also capable of. You don’t need Apple’s deep pockets either – you only need the innovation of Apple’s entrepreneurial spirit.
In my consulting service I get the best results from decisive and bold thinkers. If this is you, then you are sitting on just what it takes to deliver a positioning strategy that not only compels your target audience but will re-invigorate your staff and other stake holders.
The only person that can truly make a difference is YOU – if you are willing to grab the gold within you.
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Discussion: 10 Comments
Author: Ed Roach (107 Articles)
For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook
10 Responses to ““Our People Make The Difference” Is Not A Differentiator”
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GuideMeSingapore
- 11th Dec, 09 02:12pm
I think the term “new perspective” is key here. With so much competition around, the only way to really create a strong brand is if your potential customers see you or your services from a new perspective. Doing the same thing again can actually be counter productive as people will think of other brands as well along with yours.
Ed Roach (author comment)
- 14th Dec, 09 06:12am
You’re second point may also be right, but never fear competition. Be thankful customers are aware of everybody. It only helps to differentiate yourself more when they recognize the difference. Even that the perception of you is different they will investigate regardless to be sure of your difference. Not many shop blindly these days.
Online Business Cookbook
- 14th Dec, 09 02:12pm
Thats funny. Our local grocery store has that exact slogan and their people are “different” for sure. The service is not that great and the slogan seems to work in reverse when comparing it to the actual experience. I like the idea of creating a unique compliance and over delivering on it – so to speak. It is easier blogged about than done I must say!
Tiensdirect
- 15th Dec, 09 02:12am
I agree with the fact that we have to come out bold and face competition by doing something extra. It is that something extra that makes our services differ from that of our competitors and makes us gain more clients
Reviewsgoldmine
- 15th Dec, 09 02:12am
i believe the slogans we use can also attract many people to us. But we should be able to provide services that match our slogan, else we might end up losing those who got attracted by our slogans
denim leggigns
- 15th Dec, 09 02:12am
I agree that there are so many strategies and the problem is that you can check them only by using them. There are no reliable books or resources about that because Google is changing rules almost every year. Because of that web marketing is still one of the most slippery branches in IT world.
Ed Roach (author comment)
- 21st Dec, 09 07:12am
What do mean by slippery Denim? Are you referring mostly to ad words of marketing initiatives in general?
Ed Roach (author comment)
- 21st Dec, 09 07:12am
Online: Everything is easier said than done isn’t it? Don’t shy from things that are difficult. Following takes effort as well, I’m suggesting you apply that effort in directions that REALLY do differentiate yourself.
I love how small businesses state over and over that “service” is their big thing. But if you look at them objectively, taking a customer’s money and wishing them a great day with a smile isn’t top drawer service. Many businesses don’t even try to build a relationship.
The biggest effort they extend is explaining to the world why it is that they can’t do something and blaming it on everything but themselves. The economy is a great scape goat.
I use a positioning strategy based on differentiation every day in my world and many times I am competing against free and win.
Small Business Marketing
- 3rd Jan, 10 08:01pm
I agree, every customer of mine always starts out with “our customer service is our key difference, or its our people”. They say that because they never really thought about what sets their company apart from their competition, not in an analytical type of way.
Ed Roach (author comment)
- 4th Jan, 10 07:01am
It’s the easy differentiator isn’t it? When all else fails it’s “our people that make the difference.” I hope they are that grateful to their employees when raise time comes along.