Exit the commodity market
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
Often, I get called to offer platforms that can help brands to differentiate. Differentiation is the beginning of a long term relationship with a brand. Differentiation is very critical in today’s world. Brand either differentiates or dies. Brand differentiation gives your brand a long term value. Lack of differentiation makes the brand a commodity. Commodity competes on price and has no value. Lack of differentiation can mar your brand. In response to this request I will be offering the following avenues, even though they are what we call the hygiene factors of differentiation, but I still believe it can help.
1. Innovation: this has to do with what difference you are bringing to the market. The good news is that every form is still in its progressive stage, so with a little innovation, your differentiating factor can become pronounced.
2. Memorable service: is there any difference in service methods, pattern that is already known. Offering memorable service can help your brand differentiation. This is a clue to quick service restaurants. Audience is being taken for granted in most of these providers.
3. Customer service level: how are your customers being treated at the point of contact and any other avenues they have with you?
4. Better offering: do you have a superior offering than what is available in the industry. You do not need to brag here. Check facts and data available to before making frivolous claims.
5. Time dimension: What is the time lag between when an order is placed and when it is delivered? This can help your differentiation too. FedEx prides itself in “overnight delivery’.
6. Brand environment: This has to do with locations and other associated imagery around your brand. For brand you, what kind of pen do you carry, your mobile phone, and the car you ride etc? For corporate brands, office locations and the interior counts. Remember, it is differentiate or die world.
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