Can potential customers tell the difference between your company and your direct competitors? If not, it's time to review your marketing strategy. Differentiation is at the heart of a successful long-term marketing strategy, and the key to this success is the new and unique nature of the way the business image is presented.
Try thinking about a certain slogan that you think leaves a lot of impression on you. Maybe many of us will immediately think of the slogan "Delicious to the last drop" of the Chinsu fish sauce brand. This slogan is considered quite successful because of its difference from other competitors' products. This slogan continuously appears in the media and proves to be quite effective because it conveys the manufacturer's commitment to product quality to consumers and creates customer trust. they enter the product.
Differentiation plays a key role in brand identity and is the foundation of competitive advantage. And it has a profound effect on the product's position in the minds of potential and current customers. This can put you in an important position among other competitors. At this time, you may be able to attract a large number of customers to your high-class products. However, just like the reverse side of a medal, this strategy can also put you in a situation of "losing money and suffering", your product is at risk of being buried in a forest of other brands.
Are you ready to build your own differentiation strategy? Here are the steps to get you started:
1. Evaluate competing messages
The first step you need to take is to collect, research and evaluate the marketing strategies of your main competitors, their advertising programs, flyers, product catalogs and website content. Don't be surprised if you find there are too many marketing programs that look the same. Simply because there are too many ineffective marketing strategies in the marketplace, and in fact, this is a great advantage for you.
You must always remember that in the marketplace there are always a few formidable competitors - usually famous brands, and these brands always have very impressive differences with their target customers. And so, you should carefully review the successes your competitors have achieved and determine what differentiates you from their products.
2. What makes you different?
For a company's differentiation strategy, consider what makes you different from competitors who you believe are more successful than you. Whether you are in the manufacturing or service industry, such as consumer goods manufacturing or auditing, the key is to clearly differentiate through your marketing strategy so that what you offer has a value. sole treatment.
Your point of differentiation may relate to the way your product or service is offered, priced or even distributed. What matters most is that the key benefit you offer is uniquely valuable to the customer and gives you a competitive advantage.
3. How to create a message?
The next step is to create a new marketing message that represents the unique value of your product or service. This message must become the core of the overall marketing campaign. To gain a competitive advantage, it is essential that you press on this point of difference until it becomes integrated with your brand image.
For example, through their slogan, Chinsu says that their fish sauce always tastes delicious even when used to the "last drop". When repeatedly repeated in the current marketing campaign, it is a confirmation of the excellent quality of the product that sets it apart from other products.
4. Credibility must always be respected
Creating a difference means satisfying customer needs, including building their loyalty to the product brand. If you know how to maintain long-term differentiation in a continuous way to capture changes in consumer needs, customers will turn to you instead of other competitors.
The last thing customers see is the true value of the products and services you bring. Instead of going somewhere else to find the same product or service at a lower price, they remain loyal to you because of the "intangibles". Nothing will make you lose customers faster than forgetting the promises made in your marketing strategy with the reality that customers are experiencing with your products and services. Therefore, for long-term success, your company or product must always maintain credibility
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