As a fledgling startup or established small business standing out from your competitors has never been more important than it is today.
A business that doesn’t catch consumer consciousness can easily get lost in such a saturated landscape. So, if you’re planning on starting a business, here is a simple strategy to make sure it will stand out.
Have a specific audience in mind.
Focus on one main audience for your product, and streamline it to fit that audience’s needs. The more specific the audience, the easier it is for you to identify your unique offering and stand out. If you’re interested in opening a Japanese restaurant, for instance, whittle down your menu to the target market’s budget, eating habits, and taste.
Consider if your audience is the dine-and-dash type or those who prefer slow dining. From there craft a specialized menu that will fit only their needs. Having a specific audience will allow you to have a specific and specialized product – which is at the heart of making a business stand out.
Be more specific with your unique offerings.
Figuring out what you want to sell is easy, but determining what exactly makes it different from similar products can be the challenging part. Sagar Babber, CEO of Austin-based web and mobile app development company Snyxius suggests that, “By writing down every minuscule detail about what you want to offer, you’ll be able to have a clear, visual representation of both the mundane and the special qualities of your product. Once you separate the unique and the normal traits of your offering, you’ll be able to amplify one set over the other – and of course it’s the unique traits that you’ll want to talk about.”
Own up to your limitations as much as your strengths.
By default, brands broadcast their strengths while keeping their limitations locked away, never to be discussed or even mentioned. By owning your product’s limitations and showing how they don’t take away from its strengths, you create a more honest dialogue with your customers, and stand out for doing so.
Don’t try to do everything all at once.
It’s good for your business branch out and do all the diversification at much later stage. If you’re a magazine publishing company for example, focus on one title. Give it space to grow and flourish, let it become a household name first before taking on another title.
Focusing on one project at a time will not only give you more room to make mistakes as humans inevitably do, but it will also allow your brand to make a better, more solid impression on your target market. Consumers are most likely not going to remember your company for its diverse portfolio, but for that one great product that you’ve become a byword for.
Have meaningful conversations with your customers.
If you have a product, it’s natural to talk it up and sell it to your customers, but if you really want to stand out, go the opposite direction and don’t try to sell your product at all. Instead, as a brand, talk to your market.
Engage them in honest conversation, and instead of telling them that your product is an answer to their needs, show them. A brand consumer conversation is not only more genuine, but also more sustainable in the long run.
This article has been edited and condensed.
Jonha Revesencio is a Business Strategist with over 8 years of experience developing digital media strategies for FMCG and tech companies. She’s a regular contributor on The Huffington Post, Business Insider, Lifehack and Fast Company. Connect with @jonharules on Twitter or LinkedIn.
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