Trying to Differentiate from the Competition, Quality Alone Won’t Do
Don’t believe the common claim that “quality” is what makes your business stand out from the rest. It is passe.
I can’t tell you how many times I’ve heard that “quality” is one of their product or service’s selling points or way to differentiate from the competition. In all honesty, I have no idea how to calculate quality. I’ve listened to businesses tout their benefits to customers for a long time. It’s reasonable to assume that “quality” has been at or near the top of most lists of bragging points throughout dozens of get-to-know-you meetings and future-focused planning sessions.
If your competitors also emphasise high quality, it won’t set your company apart. You need to differentiate your goods from the competition if you want your marketing efforts to bear fruit.
Being aware of how you stand in comparison to the competition requires knowing your differentiator. If you want your product or service to be memorable to your target audience, you need to ensure that it is only associated with a specific idea or benefit.
Confused thoughts occur to customers. It stands to reason. Constant communications pour in at all times of the day. Envision the thoughts of your target audience when they hear claims of “best quality” “superior quality” “better quality” etc. It’s understandable if they tune out whenever the ad plays on a TV or appears in the paper.
Today, quality is assumed. You can’t even be considered for a seat at the table without it.
One of the traditional tools at a company’s disposal for increasing its value offer was a focus on quality. Larger companies were able to sell good products at competitive prices and keep a large share of the market because they were bigger. However, because of the nature of the modern economy, lesser rivals can destabilise this status quo. With the rise of cutting-edge digital and industrial technologies, new businesses can quickly grow their customer bases and production capacities to become a serious threat to businesses that have been around for a long time. The possibility for quality to set one company apart from another suffers as a consequence.
Therefore, “quality” cannot serve as a point of differentiation for your product. Whether you sell a product or provide a service, there is something that sets you apart from the competition and gives you a stance that your consumers and potential customers can get behind. You’ll have to delve deeply to uncover it.
Putting your brand in a category of its own is a challenging task. This process calls for deep reflection. Complete objectivity is also necessary. Those who are preoccupied with their own lives seldom stumble across it.
The item or service that your firm provides can be the best available. However, it shouldn’t be used as a marketing trump card. Get creative with how you spend your marketing dollars after you’ve figured out what sets you apart.