Finding unique positioning in a crowded industry space doesn’t have to be an arduous task but it is vital to truly differentiate your company’s solution(s) from a sea of your competitors. A manufacturing branding agency like Aviate can step in and help your company facilitate the process.
Taking an objective look at how you are positioning yourself and your brand within the industry starts with asking yourself “What is it that your company does better than anyone else or in a way that no one else can claim?”
Your answer will often define what your unique value proposition is — why your customers choose you over your competitors.
A Manufacturing Branding Agency Uses Positioning and Differentiation To Your Advantage
A distinctive selling point is a competitive advantage and it does need to be obvious, different, and memorable enough that your customers can see exactly what your business has to offer that the other businesses in your same or similar landscape do not.
In order to be remembered in a congested marketplace, it helps if your business has a trait (or two or three) that is worth remembering. Does your company have any of the following differentiators?
- Niche or vertical specialization
- Proprietary data, technology, or product/service
- Special training, credentials, or accreditation
- Unique business model
- Expertise not available anywhere else
- Beneficial relationships with partners or affiliations
- A competitive advantage that is a stand-out
- Nonprofit or charitable initiatives
- Case study inventory that showcases real-time outcomes
Here are a few additional things you might want to brainstorm about, whether you partner with a manufacturing branding agency or not, to determine what your remarkable features actually are:
- What processes do you have that allow you to meet the needs of your customers in a way only your business can?
- What products, services, and benefits does your business provide that appeal specifically to your ideal customer? How do you deliver these attributes better than your competition?
- How are you able to meet and exceed your buyers’ needs for price, value, quality, and speed?
Perception is Reality
Whatever characteristics you use to promote your business must be strategic and once decided weaved into every aspect of your marketing efforts. Positioning creates perception, and perception, in many cases, creates people’s reality. It’s very difficult to change a first impression.
They form an opinion—positive or negative—so wouldn’t it be beneficial to help steer that opinion? Aviate published an article in Industrial Marketer about doing exactly that.
While a superior product and outstanding customer service serve as a foundation for growing a company that goes the distance, strong and clear positioning and differentiation offer an opportunity like no other advantage.
A Manufacturing Branding Agency Will Always Say “Know Your Consumer”
When it comes to developing a unique point of difference for your business, it’s impossible to give one-size-fits-all advice. That said there are certainly some best practices that work across industries and that any business owner can apply to make their unique selling proposition worthwhile.
Be sure to appeal to your ideal customer. Finding (and keeping) them often takes quite a bit of legwork. When you have identified your demographic(s), it makes sense to woo them through every touch point of your business. It isn’t enough to just make your company stand out from the crowd, you have to also be smart about how you persuade your target audience with that differentiation.
Each communication must make a proposition to the consumer that says “ “buy this product/service (whatever the widget), for this specific benefit.” Your positioning should also include something the competition cannot or does not offer and be strong enough to entice, attract, and engage new customers.
Own What Makes Your Company Unique
No one can do business the way you can: your story, your values, the way you approach work and your experience all combine to make your business noteworthy and valuable. It is your job to share those things with the world.
