Differentiator

Your differentiator is the brand experience that your audience gets with you that they can't get elsewhere. It's what you want to be known for and ultimately will be the reason that your audience goes to you instead of your competitors.

It answers the question What is the one thing that we do differently from our competitors that adds value to our audience and enhances their experience. Now when we talk about differentiating ourselves a word that comes up often is innovation. When people hear the word innovation, they tend to think of technology companies such as Apple or Google. But don't be intimidated by this. You can be innovative without trying to be the next Apple or Google with groundbreaking technology.

There are many ways that you can differentiate your brand. Some are difficult and complex such as innovative technology while others are simple and easily implemented such as the way you take care of your customers. Seth Godin has written many interesting and insightful books on marketing and communications but one of his most prolific is the purple cow.

The book's main message is to be remarkable and being remarkable is what your Purple Cow is. This is the one thing that your audience will remember you for. The thing that will make you stand out from all the other brown cows out there on the thing that will make people stop and take notice of your brand.

Now the book itself on a whole can be a little bit daunting because he puts innovation on a pedestal. Many of his suggestions will be out of the reach for smaller brands but he also has some very relevant suggestions in terms of finding your purple cow.

So, it's worth a look if you do have a chance. I also find one of the quotes from the book very very helpful “when it comes to your differentiation and I refer to it often which is as consumers were too busy to pay attention to advertising but were desperate to find good stuff that solves our problems” And this reminds me to step into the shoes of the audience. They're not looking for innovation as such they're just looking for stuff that makes their life easier and if you can offer that then you might just have a purple cow of your own.

Differentiation can only be achieved when you have completed, imbibed and encircled life of your consumers to come up with that great stuff and that’s innovation

#stayinspired