Comparison can LOSE customers, and here's why!
If you’ve followed our Brand Strategy Basecamp posts, you’ll know a little bit about the power of Brand Positioning. Knowing who our competitors are and what they offer can be helpful when deciding how we can refine our offering to a spot in the market that hasn’t been tackled yet - or isn’t being done well!
Keeping an eye on competitors is (or should be) part of any founder’s week HOWEVER we recommend balancing this attention to our peers with COMPLETE DETATCHMENT.
I need help to understand my offering, what makes my customers tick and how to talk to them…
Hand’s up! We are guilty of looking at our competitors and whiling away hours comparing Soley Creative to them. Worst still, we’ve found ourselves in a funk about not being on par with them, comparing their amazing website, or instagram post to ours and feeling inferior.
Realising that led us to a moment of reflection, we don’t want to be like our competitors because our offering to the market is unique. It’s us! We can’t be imitated, and neither can our peers, because we are selling our unique approach to projects, our unique experiences that have led us to this moment. And then we realised, we needed a time-out to reflect on OUR offering not our competitors.
We took a competitor benchmarking hiatus.
By taking some time out from the scroll, meant we were able to rethink our business model and identify the natural changes that have taken place in Soley Creative over the last year. We did a biiiiiiiiig brain dump of all the things that had changed, including our customer, what they needed now and where they hang out. We focus on our customer and their needs rather than our competitors and it did us the world of good.
Since then, we’ve been actioning changes in our branding (you might have noticed some tweaks to our look!) to attract more of our new customers. We’ve considered their pain points and ways we can soothe those with new services. And even how to speak to this customer based on where they look for solutions, to make sure we are in the right places to help them out.
Naturally, the success of this break caused us to share this post in the hope you benefit from our trial too. Take a break from the comparison and truly focus on your customer and how YOU can best serve THEM.
Let us know how it goes!
