DARE to Differentiate!
How to crack your differentiation and build a standout B2B brand
Unless you’ve hit an entrepreneurial jackpot or invented the next big genius thing, you’re bound to be surrounded by competitors. We all are. Particularly in B2B, where everyone is fighting for the same clients.
Differentiation is the foundation stone for building an impactful brand. But let’s face it, getting it right is difficult! It takes more than painting our brand in neon colours or buying a super loud megaphone. But how? It all starts with understanding the one thing that makes us irreplaceable to our clients and then having the balls to own it.
So, enough preamble, let’s talk more about why differentiation matters, why it’s so tricky, and how we help brands like yours make their mark.
Differentiation gives your clients the power to choose you!
We’re all wired to notice differences. Especially if those differences strike a chord with us. When it comes to choosing suppliers, we actively look for contrasting factors in order to categorise and make sense of our options. In their absence we’re powerless to form an opinion and paralysed when it comes to making decisions.
"Fitting in is failing… In a busy marketplace, not standing out is the same as being invisible." Seth Godin
It’s as simple as this… if we don’t differentiate then we give our clients no reason to choose us over our competitors! Just like these golden piggy banks, our customers have no way of knowing which contains the most value. In short, we unintentionally make it very difficult for people to buy from us.
Your differentiation is your ‘unique value’. It’s what makes your business irresistible to your target clients. And the single most important job of your brand is to communicate this unique value in the clearest and most compelling way possible. To help you become known for something you do, that can’t be found elsewhere. To become remembered for how you solve your client’s problems in a way that no one else does.
Why it feels so hard
Standing out might sound simple enough, but in reality, it’s anything but. Far from just looking different – true differentiation comes from making a real difference that matters to your clients. And you need to do this in a way that’s 100% authentic to you and your team.
Why is it so elusive?
- Because there’s so much noise.
- Because, in B2B, our differences are often intangible.
- Because playing it safe feels, well, safer.
- Possibly because we don’t understand our true value.
- And often because it can feel almost impossible to identify what makes us different in the first place.
But the challenge doesn’t stop there. There’s also an inner conflict – a tension between wanting to stand out and the desire to fit in. Why? Because we’re human. We’re designed to fear being outcast by our tribe, so we seek safety through acceptance. This means we instinctively want to look like we belong amongst our larger, more established competitors. Yet, paradoxically, it’s only by doing the opposite that we achieve success.
Just one thing
To make it even trickier, the most effective differentiation comes from focusing on one big thing. Not a shopping list of forgettable features and benefits, but a single, undeniable quality that sets you apart.
For example, at Firestarter, we love to believe we’re different in many ways that benefit our clients, but our one big thing is that we use the power of psychology to underpin everything we do.
Many businesses misuse the term USP (unique selling point). What they often call USPs are really just SPs – selling points that aren’t unique at all. They compound this by believing the more they have the better! But the truth is, a long list of generic selling points won’t grab anyone’s attention. Let alone be memorable.
It’s not that these benefits don’t matter – they play an important role in your supporting messaging. But now’s the time to focus on what you want your business to truly be known for. This is where differentiation begins. It’s the very first part of becoming known, liked and trusted.
Where to start
Remember, your differentiation must solve a dominant problem for your clients while staying true to your core values. To help you find it, let’s try on a few different hats:
- The Research Scientist: Examine your expertise, your processes, and your approach. What do you do exceptionally well or in a way that no one else does? Sometimes, your differentiation is hiding in plain sight.
- The Journalist: Talk to your clients. Ask them what they value most about working with you. These conversations often uncover surprising insights – things you naturally excel at without realising how valuable they are.
- The Therapist: Home in on your client’s problems. What keeps them awake at night? Which of their problems do you solve better than anyone else? How can you take your solutions even further?
- The Detective: Take a close look at your competition. What are they offering, and where are the gaps? What are they missing altogether? Plotting these can help you identify interesting opportunities to niche.
- The Rebel: Break the mould. Identify all those age-old rules and conventions in your industry that everyone follows without question. Which rules can you rewrite to create something better? What can you change to deliver an exceptional client experience?
Once you’ve identified your unique value, it’s time to wrap it into a powerful UVP (unique value proposition). Think of this as your pitch in a nutshell. Ideally, it will be succinct, compelling and memorable – leaving no doubt about which territory you own in the marketplace. And when you have it your UVP forms the foundation of your business, brand and marketing strategies.
Wrapping it all up
Saying you’re different is one thing – proving it is something else entirely. To be believable, your uniqueness has to run deeper than just words on your website. You need to live, breathe and demonstrate it consistently at every touchpoint. Here’s a few tips on how:
Visual identity
From your logo to your colour palette and imagery, every detail can be designed to reinforce what makes you special. It’s about creating a look that not only grabs attention but also feels like a natural fit for your business – subliminally reassuring your audience.
Core messaging
Whether it’s your website or LinkedIn profile, your messaging should consistently highlight what makes you stand out. But words aren’t enough. Back these up with real-world proof – think client testimonials, case studies and awards that validate your claims.
Customer experience
Your brand promise should come alive in how you interact with your customers. It’s about building a seamless experience that reinforces your unique value at every stage. And it’s a team effort – make sure everyone in your business is on board.
The domino effect
When you get it right, differentiation has the power to create a beautiful chain reaction for your business:
1) First of all, you get noticed.
Without visibility, you’re not even in the running. (This is where your visual brand design and headlines come in.)
2) Once you’re on their radar, you can communicate your unique value.
Giving your prospects a clear reason to choose your business over competitors. (Sum this up in your unique value proposition.)
3) This clarity enables you to build trust.
You know who you are and why you’re valuable, and you have an easy conviction that forges deeper connections and inspires belief. (How? Be clear and consistent, and learn your pitch inside out.)
4) All of this enables you to charge premium prices.
Jeffrey Gitomer said it best: “Differentiate with value or die with price.” When you offer something that people value and can’t get anywhere else, you secure a license to charge a premium. (Reinforce this with case studies to evidence your impact.)
5) Finally, differentiation creates recognition.
When your business stands out, communicates its unique value, and builds trust, you earn a place in people’s minds. So that when they think of your industry, they think of you. (Get there by showing up consistently, over and over. No matter what.)
DARE to be different
So, we’ve covered how in business, differentiation is everything. We’ve explored how it can take your brand from just another name on a list to the name on everyone’s lips. And we’ve shown that being different isn’t enough – it needs to be authentic to you and make a meaningful difference for your clients.
But there’s something else, differentiation isn’t for the faint-hearted. It’s about having the courage to carve a new path, to rethink the rules, and to find better ways of doing things. It’s for the bold, the trailblazers and the mavericks. Or, at the very least, for the exceptionally smart.
At Firestarter, differentiation is just the beginning – it’s the very first part of our DARE formula for creating impactful brands. There are 3 more steps – Authenticity, Resonance, and Expression at every touchpoint. Together, these ensure your brand doesn’t just stand out but connects, inspires, leads and gets remembered.
Want to find out more? Let’s spark a conversation! >
