What Makes Your Business Unique?

At Pipedream, we have a few questions that we always keep in the back of our mind when we’re helping a client optimize their sales and marketing efforts. They are:

1. What makes your business unique?

2. What makes you different than your competitors?

3. What makes your customers choose to buy from you?

4. What qualities do you prioritize within your organization?

The answers to these questions can help uncover your businesses’ key brand attributes, and can inform the creation of a marketing message that will most effectively resonate with your target audience. Put simply: creating messaging that resonates with your target audience is one of the keys to successfully growing your business.

Here’s an example. We recently completed a project where the goal was to help a small business optimize its marketing efforts. One of our first objectives was to clearly identify the client’s key brand attributes and relevant message points.

To accomplish this, we created a survey based on the questions identified above and polled the organization’s customers, employees and owners. When we compiled and analyzed the results, they were surprising.

Out of all the possible answers to our questions, the concept of “trust” came up again and again. Customers overwhelmingly chose to buy from this business because they trusted its management and employees to deliver. The concepts of “low price,” “value,” and “expertise” didn’t really register. “Trust” was by far the leading response.

Interestingly enough, the client’s marketing message had been crafted to reinforce the concepts of “value” and “service,” neither of which, it turned out, were qualities prioritized by its customers. This finding led to our recommendation that the client begin to reinforce the concept of “trust” in its messaging.

Understanding what makes your business unique is an important part of crafting an effective marketing message. And sometimes it takes a little outside perspective to help uncover those attributes and bring that message into alignment.  A fully aligned message is a powerful tool for any business!

So take a couple of minutes and think through the questions from the beginning of this post. Then take a look at your website or brochure. What do you think? Are you reinforcing the attributes that make your business unique?

Give us a call or send us an email to learn more about bringing your message into alignment. We’re looking forward to chatting with you about what makes your business unique!