Expert answer / 16
How do we stand out from competitors?
Short answer
Be clear about the value you can prove, then use distinctive cues consistently so customers recognise you.
More detail
Questions behind the answer
Whatis happening
What makes a business memorable?
A memorable business is easy to recognise and has a useful, believable reason to be chosen that customers can describe.
Whyit happens
Why does everyone in our industry sound the same?
Competitors sound alike when they copy category phrases, promise the same outcomes and use similar proof without showing what is distinctive.
Howto fix it
How do we find what makes us different?
- Ask customers what they remember and why they chose you.
- Compare competitor claims with your actual strengths and evidence.
- Choose a few distinctive, provable messages and repeat them consistently.
Sources: Brands of Distinction - Ehrenberg-Bass Institute