There are only so many ways to make your business distinctive, so you\u2019ve got to take full advantage of the opportunities you have, explains the Harvard Business Review blog post \u201cDo You Know What Makes Your Company Distinctive?\u201d You hear the term differentiation thrown around all the time in discussions about business and marketing, but it\u2019s not as simple as it sounds. Especially in a crowded marketplace, there are a limited number of ways that you can fully differentiate your business from the competition. Focus on the following:<\/p>\n
Your differentiator must be difficult to replicate.<\/b> If your mark of differentiation is successful, but not hard to copy, your competitors will be doing the same thing before you know it. Then, all you\u2019ll have done is make their jobs easier.<\/p>\n
Your customers determine your differentiator. <\/b>Your \u201cleadership\u201d or \u201cculture\u201d cannot be a differentiator, but the impact that said culture has on the customer experience can. If you think your business culture is what defines your brand, think about how that translates directly to clients. That\u2019s where you\u2019ll find your unique value.<\/p>\n
<\/b>You can\u2019t catch your competition. <\/b>Rather than trying to beat the market leader at its own game, find a different angle that makes the most of your strengths and their weaknesses.<\/p>\n
Cascade your differentiator to the lowest levels of your organization.<\/b> Once your differentiation strategy is defined, you need everyone in the company to buy in and play their role in maximizing the distinction.<\/p>\n