Seth Godin is considered by many to be “America’s Greatest Marketer.” He has the most popular marketing blog in the world, has written the top marketing books in the last decade, and he’s not even close to being done. If you haven’t already, take a few minutes to read Godin’s blog, and I doubt you will have any trouble understanding why he has earned such an impressive reputation. Here is just one of his blog posts that makes you stop and think:
Getting someone to switch is really difficult.
Getting someone to switch because you offer more of what they were looking for when they choose the one they have now is essentially impossible. For starters, they’re probably not looking for more. And beyond that, they’d need to admit that they were wrong for not choosing you in the first place.
So, you don’t get someone to switch because you’re cheaper than Walmart. You don’t get someone to switch because you serve bigger portions than the big-portion steakhouse down the street. You don’t get someone to switch because your hospital is more famous than the Mayo Clinic.
The chances that you can top a trusted provider on the very thing the provider is trusted for are slim indeed.
Instead, you gain converts by winning at something the existing provider didn’t think was so important.”
Original source: Seth Godin’s blog http://sethgodin.typepad.com/.
There it is—can it be any more obvious how important voicing your competitive advantage is? It is the most essential ingredient in your company’s image, and though there are those companies out there who effortlessly develop and establish why they are different (in a good way), the majority of us are not so lucky. So make your customers aware of why you are the best. Convince them of why they should do business with you and not the other guys. You know what makes you so great, now let everyone else know! Do your own thing in your own way and do it well! Make your company and product stand out, and your image will thrive.
Once you have successfully developed a strategic competitive advantage then work everything else around that—logo, customer relations, marketing, website—to build an unforgettable company image.