What makes your company or organization unique? At first glance, it appears to be a straightforward question. Being “unique” sounds like a secondary concern to being “popular” or “profitable.” When we think of “unique,” we think of those who are mavericks or pioneers. While we certainly admire uniqueness, it may be difficult for many business owners to understand how identifying the uniqueness of their own business can help improve their branding.

why choose you?

If your business is part of an industry that isn’t known for creativity, identifying what makes your company special means that you have to discover why your clients should choose you over your competitors. Identifying this uniqueness allows you to brand and advertise in a way that sets you apart. Once you stand apart there are real, compelling reasons to choose you!

unique is special

Not every business sets out to change the world, and that’s perfectly okay! Many entrepreneurs simply want to market a quality product or service to fill a hole in the marketplace. However, when your ambitions are more modest and grounded, it can be more difficult identifying what makes your company unique. You can even fall into a trap of creating a brand that is indistinguishable from your competitors.

There’s always something about you and your employees that stands out. Do you offer your products and services at a lower price point than your competitors? Do you offer a larger selection? Are your employees product experts? Maybe you simply offer a more personalized, highly-detailed level of customer service?

you can’t be everything to everyone

One of the biggest mistakes that small businesses make is attempting to be everything to everyone. It’s understandable that some entrepreneurs believe that uniqueness in the marketplace can result in a loss of business. Problem can be that if you attempt to make your company everything to everyone you risk coming across as unappealing. You simply have to stand out, and there’s nothing wrong with downplaying your weaknesses when you have the ability to define what makes your company superior to your competitors!

Your uniqueness defines you in relation to your competitors. It will ultimately define your business. What do you want to be known for? Blue Zenith can help you build a stronger brand, both by helping you identify what sets you apart and explore the images and words that will become the character of your brand.

Contact us today and learn more about what Blue Zenith’s branding expertise can do to elevate your business!

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