How it worked in the Past
In a not so distant past, it was quite common for entrepreneurs to focus their differentials on the characteristics of their products or services and we can consider quality, service, raw material, delivery time, variety, etc. as attributes of this category.
How it works Today
These days, these points are no longer enough to differentiate your company from others for a very simple matter… every company must have quality, good service, meet delivery times or offer variety. In addition, with easier access to technology, raw materials and a reduction in market barriers, it became much easier for everyone – in any market – to have a company that offers something very similar or exactly the same as yours.
In a not so distant past, it was quite common for entrepreneurs to focus their differentials on the characteristics of their products or services and we can consider quality, service, raw material, delivery time, variety, etc. as attributes of this category.
Competition
The competition has increased a lot and you have joined the giant group of companies that serve the same market or the same public offering the same levels of quality, service, service… and so on.
About your Company
But you must be thinking… oh my product is different, my service is more qualified, my raw material is unique… is it? Does your audience really know that and recognize you for it?
A company differential linked to the product or service is not strong enough to stand out in the fight with its competition because everyone is highlighting the same things.
Today your differential needs to be linked to your brand, your way of being as a company, your personality, your values, your history.
Put your differential on your brand.
