You might not be special in the market place.
You might not even be that different from your competitors.
But you can be distinctive.
Using your market research you can figure out a key point that other competitors aren’t offering and that is important to your target segment.
Think about a brand like Patagonia, they aren’t really that different than other outdoor clothing brands.
However, they’ve decided to focus on quality and environmental impact rather than price.
To their target market these two points of distinctiveness are worth the trade off for paying double or triple what an outdoor coat might cost from another brand.
With your product or service you will have to know what is important to your target customers and how you can best fulfil this through your offering and how you communicate this with the market.
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