I’ll take a latte (or knowing your Point of Difference)
Most Saturday mornings, when you have a 2-year-old who likes to start her day at 5 am, consists of the same activity. A wander (with many other parents, of similarly aged toddlers) down a street filled with bustling coffee shops. They all offer the same drinks and treats, but there's one that catches your eye. Why? Because they have a sign claiming they use only locally-roasted, ethically-sourced beans, and they offer a cozy, artistic space for customers to relax. That, my friends, is a clear point of difference.
Identifying your unique selling proposition (USP): Start by asking yourself what sets your business apart from your competitors. Is it your exceptional customer service, innovative product features, or a commitment to sustainability? Your USP should be the foundation of your marketing strategy and brand identity.
Communicating your point of difference: Once you've identified your USP, it's time to share it with the world. Use storytelling to create an emotional connection with your audience. For instance, if your coffee shop sources beans from local farmers, tell your customers the story behind each cup and how their purchase supports the community.
Consistently delivering on your promise: Your point of difference is only as strong as your ability to deliver on it consistently. Make sure your team understands your USP and is committed to upholding it. If you promise an artistic space for your coffee shop patrons, ensure that the ambience stays true to that vision.
Adapting and evolving: As the market changes, so should your point of difference. Continually ask yourself how you can improve and stay ahead of the curve. Perhaps your coffee shop could start hosting live music nights or art exhibitions to further enhance its unique appeal.
Showcasing your point of difference through customer experiences: Lastly, let your customers be your ambassadors. Encourage them to share their experiences with your business, whether it's through word-of-mouth or social media. When people rave about your unique offerings, it'll attract even more customers who are looking for something different.