When your products are better than those of your competitors, and when customers recognize this superiority, you have a real advantage. Few organizations are in this position. Most find that there is a little or nothing to distinguish their own products from competitors. To gain competitive advantage, uncover not just differences but also attributes that customer’s value. Make sure the differences are meaningful to customers, so that your product is preferable to the others available. Often it is the little things that count.
Customers may choose your product over a competitor’s identical product because they prefer your information or because you give them coffee while delivery of the information. Pay attention to details that could make a difference. A genuine customer-centric approach will differentiate you from competitors. Show your commitment to customers and ensure that staffs are emphatic. Review company systems and processes to make them more customers focused.
The discipline of branding has a major problem. Depending on who’s talking, branding can be a logo package (according to graphic designers who’ve picked up on the branding “trend”), a logo package with a unique selling proposition tag line and an institutional advertising campaign (per those advertising agencies that call themselves branding agencies), an internal communications program (re – public relations firms), or it can go as far as being explained as promotion of the differential nature of the company and its products in the competitive environment .
