How To Find Your Differentiator
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Discover the secrets to setting your business apart in this insightful episode! Listen in as Victoria explores the concept of brand differentiation, using renowned brands like Chick-fil-A and Warby Parker as examples of companies that have masterfully
carved out their unique differentiators. Victoria dissects how these companies, and others like them, leverage their unique strengths and deep understanding of their target audience to stand out in a crowded marketplace.
As the episode progresses, Victoria shares the story of her own web design business, Brandwell, and what differentiators she leaned into to create her current customer base of serviced based, female entrepreneurs. Whether you're just starting or looking to reposition your brand, this episode offers invaluable lessons and actionable steps to help you on your branding journey.
Differentiating Your Business Through Branding [1:23]
Victoria discusses how to find our differentiators in branding. She brings up two big brands, Chick-fil-A and Warby Parker, and analyzes how they have used their differentiators to set themselves apart. Victoria also explains how we can do the same in our own small businesses, reflecting on our own unique strengths and skills, and having an in-depth understanding of our target audience and what they want. Victoria even shares a little insight of one of the modules in The Branding Business School: Differentiating In Order To Disrupt. Brands 30-40 years ago had to reinvent the wheel in order to disrupt their industry, but for us, we have it so much easier.
The Formula To Find Your Differentiator [05:14]
Finding your differentiator comes down to a combination of two things: knowing your own unique strengths and skills, and having a really in depth understanding of your target audience and knowing what they want. It takes time to reflect on what sets you apart from your competitors and see what you’re doing differently. Once you’ve identified your strengths, then you get to use them to set you apart. The second piece, and more important piece, is knowing who you’re serving. If your unique strengths are not aligned with the people that you’re currently serving, that differentiator is not going to work for your branding. We need to make sure that the unique strength and skill sets that you offer, also align with what your target audience is specifically looking for. To help paint the picture on how to do this, Victoria shares the story of Brandwell Designs. She discusses how to narrow down your customer base and how your strengths and skills can be tailored to meet the needs of your target audience. She also explains how understanding your target audience can help you create a better customer experience and build relationships with your customers.
Building a Brand Without an MBA [11:45]
If you enjoyed this jam packed episode, join us and nerd out with Victoria for a few weeks over at The Branding Business School, because this truly is just the tip of the iceberg. This 10 module course teaches you how to differentiate and disrupt in order to create a go-to brand, plus so much more. You can join the waitlist by going to our website, and by joining the waitlist, you will also receive an exclusive discount during launch week, as well as other goodies!
Key Quotes
“Differentiating often means that you're going to serve a more niche audience, and that's okay. It's going to be a lot easier to differentiate to a niche audience than to try and differentiate for the masses.”
Victoria Marcouillier
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