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The Fear of Differentiation
Building a unique small business brand requires some courage. Why are unique brands so scarce while middle of the road products, services, retail stores, etc dominate the business landscape? My theory is that it has something to do with an innate fear (we all have) of being different. In a branding context, this poses a problem because differentiation is one of the key elements in the development of a great brand. So how do small business owners face the fear of differentiation?

Other differentiation strategy Related Articles

The Fear of Differentiation
Building a unique small business brand requires some courage. Why are unique brands so scarce while middle of the road products, services, retail stores, etc dominate the business landscape? My theory is that it has something to do with an innate fear (we all have) of being different. In a branding context, this poses a problem because differentiation is one of the key elements in the development of a great brand. So how do small business owners face the fear of differentiation?
The Science of Differentiation
There is enough evidence in the annals of branding to convince even the most skeptical small business owner that differentiation is a critical component of building a successful brand – yet there are very few that embrace the concept. For those of you that are not convinced, there is another way to look at differentiation - through brain science. The human brain, in its mysterious glory, thrives on differentiation.
So You Think You’re Different?
Being different, or more accurately, having a point of differentiation that matters to a market, is one of the most critical marketing strategies for the small business.
The Modern Marketer’s Milking (S)Tool
The three-legged (s)tool for marketing success: Segmentation, Differentiation, Implementation
Differentiation-Based Leadership: Three questions that every leader must ask
The more competition you face, the greater the need to highlight the differentiation -- the unique advantage of your product or service -- in order to succeed in the marketplace. Differentiation-based leadership places the onus of grasping, defining and communicating that differentiation on the shoulders of the leader, and extends the concept to encompass every area of business -- including the leader him or herself. Using differentiation as the central principle of strategic competitive advantage, these are the three questions that every leader must ask.
Account Planning, Management & Development
As markets tighten and market competition increases, it becomes increasingly difficult for companies to achieve product differentiation in their market place. As such, businesses will find it harder and harder to optimise their profits unless they develop effective strategies to achieve differentiation. One way to accomplish this is through the enhancement of customer intimacy.

SMB-Speak: Getting your Foot in the Door
As we all know, small businesses believe that differentiation is a strategic advantage when competing with large corporations for a customer's business. Talking about differentiation is one thing; demonstrating it is another altogether.
Five Steps to Good Strategy
Possibly more organizations fail because of bad strategy than those who fail because of no strategy. Bad strategy happens all the time to every organization and if left to its own means can destroy an organization. Bad strategy can be characterized by executives failing to face real problems or simply by lack of clarity. Learn how to craft good strategy.

Management and Business Plans
In addition to being a strategy planning document and a roadmap to success, a business plan is also a living-or “evergreen”-document that functions as an evolving management plan. Included in this article are a review of eight key elements in a comprehensive business plan and a look at how a good business plan functions with regards to business definition, competitive differentiation and strategic goals.

Interconnectedness, Bridge-building, Values living and growing your business
Look for ways where your products/services build bridges between divides and disconnects. There is differentiation in doing so. Look for ways where your products/services remove recklessness and increase responsibility and accountability. There is differentiation in doing so. Are your values virtues? i.e. Are what you stand for and believe in, mirrored in your actions? And are you bringing these things to your markets? There is differentiation in doing so.
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