Business branding content; brand identity, marketing, key message, positioning, corporate branding, marketing strategy, public relations

Commentary from the PR/Marketing/Graphics Industry

Question posed: "How can companies stand out from the competition?"

"Go digital, get viral and take some calculated risks. For example, make a fact-based claim or bold prediction. In short, be a leader with forward-looking, socially responsible practices." (Chris Faust, CEO Fast-Lane Communications - Public Relations; cfaust@fast-lane.net)

"Position yourself as a leading expert. It costs you no more and customers now come to you (passive marketing) rather than you hunting (begging) for them." (Ken Higgins, author of Marketing Strategies for Maximum Profits; khiggins@prstore.com)

"In order to stand out from the competition you must develop a targeted approach, differentiate your product or service, build your brand, and stay in contact with your target audience." (Chuck Drucker, Director of Strategic Initiatives, Covance Inc.; chuck.drucker@covance.com)

"A company's senior executives must be seen as thought leaders. Thought leaders receive positive media coverage that has a direct and powerful impact on the reputation of the company itself." (Russ Pennington, Pennington Associates - executive speech writing, Pencomm@aol.com)

"You may have a superior product or service, but if your visual identity such as your logo, marketing materials, etc. do not reflect that superiority, no one will believe it." (Christen Quakenbush, Quakenbush Graphical Design, christen@quakenbushdesign.com)

Letter from the Editor…

Differentiation in business is not something you go out and buy off the shelf and plug into your company. It's something you have to strategically identify, develop, refine and promote. The best place to start is looking at your competition. What is it you offer that none of those other companies do? What is it about your business that makes you stand above the rest in the eyes of your customers?

Whatever THAT thing is, you need to hang your hat on it and shout it from the rooftops. That is your differentiation! This discernable difference or characteristic between you and the other vendors in your space is what will convince clients to choose you over them. Business is no place for modesty.
Here is a quick test to assess just how differentiated you really are:

Visit the websites of your top 3 competitors
Read their intro copy on their home page
Read your intro copy on your home page
Temporarily disassociate yourself from your business and ask yourself this question: Do any of the four companies (yours included) really stand out from the others?

If you are lucky enough to be able to say that your business does in fact stand out, then congratulations! You are in fact communicating differentiation. For those of you that aren't so lucky, please consult a professional.