In the age of the internet, with easily shared ideas, data and content, it feels impossible to come up with a new product or service. Most markets have grown to become saturated with improvements, repeats and variations of existing products and services.

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Many small business owners are often unable to stand out from the crowd. It isn’t your fault that the services you are good at are being offered by many others as well. But while that may be the case, it doesn’t mean you should give up and back out from a crowded niche, as there remain ways to stand out.

Identifying your differentiation

A brand is built on 4 pillars; Differentiation, Relevance, Esteem and Knowledge. Differentiation is the uniqueness you bring to the table. It can be a unique story, service, product, something that differentiates you from the rest. Now you might have probably heard of being unique or finding your USP many times before, trust me I had too. I was tired of reading blogs telling me the same thing. Today, I'll give you practical advice on how you can implement differentiation in your business.

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1. Stand against something

So many businesses these days use the generic phrase “we stand for….” but the brands that dare to be different stand against something. Look around, do you stand against something that may be prevalent in your industry? Look for the things you hate, that pisses you off, the things others do poorly but you do it better. Market it on your website, while writing your blogs or communicating with clients.

What do you stand against in your industry?
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What do you hate about your industry that you think you could do better?
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What’s your unique point of view? Forget what is appropriate, forget what others are doing, and go with your gut. What are you bringing to the table that other people aren’t?

2. Identify your niche and personalize your services

Small businesses don’t have the resources to spend hefty amounts on advertising and market to the masses. Just to fight for a small share in the market. Instead, as small business owners we need to be very efficient in our marketing strategy. To achieve this, the most crucial step is to identify your target audience. By this I don’t mean that you just segment your market based on demographics. Thinking that you have highlighted your audience. You have to go deeper than that.

A simple way to do that is to take a look at all your past clients.
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1. Who are your favorite ones?
   
   
2. Which ones are the most profitable?
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3. Which projects were perfect for you?
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4. Is there a specific group of people that are getting the most out of your services?
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For example someone offers mindset coaching specifically around money. But she offers it to everyone who is in need of her services. This is a very broad market to cater. Looking at all her past clients, she realizes that she is mostly attracting single moms having financial issues. This is a badass opportunity for her to differentiate her business and services from the rest and dominate her niche. Only if she realizes it and personalizes her offerings to cater only single moms.  

To build a successful small business, it is crucial for business owners to identify their niche and in turn personalize their business around that audience.

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Be human and showcase irreplaceable experience

Many small business owners act unnatural online. They like to portray themselves as very formal, use enterprise jargon on their website, and become totally different from who they are in real life. Why? :S

Making connections is an integral part of being Human. People crave connections, they want to relate to you, to your story, not to your mission or vision statements. Many times service business owners are their ideal clients themselves. For example, you went through a divorce or break up and learnt many things about it while recovering and now you offer counselling services to anyone going through the same phase. It is very important that you own your story and put it out there so your audience knows they can trust you and connect with you. By doing this you will automatically attract your favorite and ideal clients.

Customers value experience more than some college degree. So if you have unique, relevant experiences that contribute to the foundation of your business, this can provide an instant way to stand out while also building credibility for your brand. Even if you don't have a story to relate, showcase relevant experiences or past clients specific to your niche.
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It may seem hard to differentiate your services or business when you have so many businesses working in the same niche. But this doesn’t mean that you let yourself fade in the background. Differentiating your brand will help you stand out and be remembered. If you want help without committing yourself, book a Brand Boost. The Brand Boost is a 2 hour deep-dive interview where I get to know everything about your business. Where you are, the problems you are facing, and where you want to go. Then I’ll tell you where your MAD opportunity lies, how to find your unique brand positioning and what you need to transform your business into a successful one! Then you can implement on your own, or hire us to take care of it for you. The plan itself is a valuable roadmap for you and your business, so it's a win either way!