Posted 03/15/2021

How Differentiating Your Brand From Competition Can Help B2Bs

How Differentiating Your Brand From Competition Can Help B2Bs

In today's world, the businesses that succeed are those that can differentiate themselves from the competition. There are certain brands that have positioned themselves so well that to this day people refer to the product category as the brand. This is the power of differentiation. 

What is market positioning?

Market positioning is the process of strategically placing your brand in the mind of the consumer. It is the strategy a business can use to set themselves apart from the rest. 

The importance of market positioning

Market positioning is important because it helps businesses clearly define and get the following:

  • Differentiating your brand from competitors

  • Increase brand relevance

  • Allows you to own and increase your larger market share 

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Unique selling proposition (USP) and why you should have one 

The unique selling proposition is the features and characteristics that are unique to your business and using those features to stand out from your competition. Your USP is your unique benefit to entice customers to purchase your brand over your competitors. 

Positioning statement  

A brand positioning statement is one or two sentences that explains what your company does, who it's for and your USP (difference). According to Ethos Marketing, the idea behind it is to create a unique niche for your brand. 

When creating a brand positioning statement, a business needs to consider their target market, their unique selling point and the category that they exist in.

  • Target market: Know exactly who your target market is and what they need or want. 

  • USP: Highlight the difference that you bring in the market and why customers should choose you over the competition.

  • Category: Know the category that you are operating in and how or what your competitors are doing. 

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Different Positioning strategies to help you stand out from the crowd 

There are a number of ways a business can position itself in the minds of the consumer. Here are five ways a business can do this according to Hubspot:

1. Customer Service: use customer service to separate your business brand from the competition. 

2. Convenience: use convenience to differentiate products and services from the competition. 

3. Price: use affordability to clearly distinguish yourself from the competition. 

4. Quality: highlight the quality of the products or services.

5. Differentiation: use unique and innovative qualities to differentiate from competitors.

Lead generation marketing can be the starting point for small businesses to market themselves and position themselves in the mind of the consumer. 

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