Find your voice: How to defend against competition
It's annoying - really annoying - when you find that another business has started pinching your ideas. Competition is a reality of business, but when you find your ideas being passed off by someone else as their own, it's just darn irritating. So what do you do about it? What can you do? The design and marketing arena is a pretty crowded one (and I should imagine your market is competitive, too). There are lots of new companies popping up all the time - some with talent, some simply armed with the gift of the gab and little substance. We often get asked how we survive in these competitive times, and the truth is simple: we know our niche and are honest, genuine and authentic in our delivery. We find that our clients really appreciate it.
I don't mind admitting that this post was fuelled in some part by the discovery that another company was trying to behave in a suspiciously Ditto-like way with their marketing. I'll also admit to toning down the first version of this post which was rather more ranty than I'd be happy to make public. But hey, it's done nothing if not motivate me to get started on a blog series I've been meaning to right for a long time: How to find your voice - finding and communicating your differences.
At the end of the day, competition will almost always exist, and that in itself is no bad thing. But the way to thrive in a crowded market place is to find your strength - your niche - and own it. That means finding the sweet spot in the market which makes you so valuable to your clients, and communicating that message consistently through all of your marketing channels. In our next brand and social media workshop on the 18th January, we'll be starting the day by pinpointing our key differences and getting into the bones of why customers choose your business over someone else's. After all, if you can't confidently say why you're better than anybody else, how on earth do you expect your clients to know?
What do you do which makes you unique?
I'll shortly be starting a new series on how to find and own your niche in the market, but before we get started I'd really love to hear your thoughts about how you differentiate your business. Over to you...