A couple of blogs ago, I revisited differentiation as a key purpose and component of branding - Differentiation is a strategy, not a tactic. Rita Wilhelm of SnapMonkey.com made this comment:

"I bet differentiation is a constant process, as competitors are sure to follow what works."

Well, certainly you want to repeat your differentiating message over time, but once you've established a ligitimate differentiator, NEVER WAVER. Just keep communicating it and actually practicing it in your business every day, day after day.

Now competitors may follow and become "me too" copycats.

But the power of being FIRST to capture a differentiated position in a product/service category is enormous. Your target market will see copy cats for what they are (also-rans). You will be the leader, the owner of the term that originally differentiated you. It's your for life if you just keep acting and communicating your special attribute.

Now if you try to take over a position already owned by a competitor, you will be considered an "also-ran", a copy cat, an alternative but never a first choice for people finding that differentiator compelling. The lesson: be unique and meaningful to your target markets and continue to strengthen your competitive position through your actions and your messages.

Martin Jelsema

303-242-5975

www.signaturestrategies.com

Martin Jelsema

www.signaturestrategies.com