Stand Out, Don’t Miss Out

What are some signs I’m missing out on growth opportunities?

  • You don’t stand out from every other company in your industry
  • You’re discounting and competing on price (not growing revenue)
  • You’re hazy on the identity of your ideal customer
  • You’re spending money on social media every month and don’t have much business to show for it
  • You’re leaving money on the table through a lack of innovation

What do I lose by waiting to fix my uniqueness problem?

1. You’ll lose existing customers and fail to gain new ones: If you’re unique and stand out, you’ll begin to attract the customers you desire — and keep them. Why? Because they “get” what your company is all about and want to associate with it. It’s almost like your customers will feel your value in their bones.

2. You’ll keep throwing good money after bad: If you’re unique and stand out, you’re going out into the world with the right message about the right things and aimed at the right people. That creates a virtuous circle of value that makes all your business development, sales and marketing efforts go up a level or more. If not, well, you’re probably wasting money you don’t need to be wasting.

3. You’ll keep allowing competitors to copy you: We live in a world where anything can be found and copied. The same is true for business. But if your business is really dialed into its core value and brand, every day you’ll be building a wider and wider moat to separate your business from (what used to be) your competition. Why? Because it’s a lot easier for a competitor to copy what you do than who you are as a company.

How can I save and make money doing this?

A strong, unique brand can help save you money when doing all of these things:

  • Redesigning your website
  • Creating email campaigns
  • Sourcing qualified leads
  • Using social media

It can make you money by helping you in:

  • Developing more effective sales scripts targeted at your ideal customers
  • Creating new products/services for those ideal customers
  • Adding value to your ideal customers by providing a story behind your company, thus allowing you to charge more than your competitors

My company is in a commoditized industry. How do I build a brand in that case?

Branding helps you see that your company doesn’t have to be boring or a commodity. What you want to do is uncover the reasons why you went into business and connect those values with the values of your customers. You’re giving customers a reason to believe in (and buy from) you instead of anyone else.

Shouldn’t I be worried about what my competition is doing too?

In most respects, no. First, your competitors may not be who you think they are (consumers will let you know). Second, as Tom Chappell, founder of Tom’s of Maine, puts it, “Success means never letting the competition define you. Instead, you have to define yourself based on a point of view you care deeply about.”

Does it take a long time to fix this problem?

It depends on your business, but usually you can start making progress within the first month or two.

How do I get started?

Please email me at or call 781-462-1752 to discuss your needs and see how I can help you develop the brand identity you never thought possible.