Dance of differentiation.
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
The mass market is dying. Today, it is rare to find one best song or one best kind of car. There are millions of ‘mini-micro market” if there is anything like that. Interestingly, each market has the best. People can now look everywhere now to find their niche market. People can now define their own world. People now look for their preferences around the globe. Just to find their own thing.
This demands that professionals, entrepreneur swim from mass market and dance a dance of differentiation. Our world of today reminds me of what daddy used to tell me why we were young. He would say ‘It is now time for those who do not know the dance rhythms to leave the stage”. To succeed at branding yourself, you need to first differentiate, be first in a category in the mind of the market. If you can not be first in a market, narrow it down or strive for the opposite ladder.
Getting your name out there is a noble goal, but it means nothing if your name get there without your loyal travel companion- your differentiation.
To dance the dance of differentiation note the followings:
- Know what you have: What skill do you have? What sacrifices do you need to make. Particularly those who have multi-skills. Ability to narrow your skill and give it a focus as narrow as possible is important.
- Own one world: be known with one word that can turn you into top of the mind.
- Understand the market you are going like you know your left hand from the right. Note the biggest names, your major competitors and what they are Offering. Do they have shortcomings?
- Find a hole: Every form is always in a stage of development, in positioning, Al Ries says find a “creau’. There is always a room for improvement or to narrow down. If you want to go into fashion, or any other industry for that matter, there is always a big name already, but you can differentiate by narrowing down to be a belt manufacturer
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Great post! I am just starting out in community management/marketing media and trying to learn how to do it well – resources like this article are incredibly helpful. As our company is based in the US, it?s all a bit new to us. The example above is something that I worry about as well, how to show your own genuine enthusiasm and share the fact that your product is useful in that case.
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