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The Fear of Differentiation

Written by: Mark Smiciklas

Article Overview: 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 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 Opportunity Cost of Being the Same.

One way to challenge the fear of being different is to try to understand the consequences of "being the same". One differentiating decision a small business has the opportunity to make involves product/service mix - the common fear being specialization (and missing out on potential sales).

Example: If your market has a number of other "one stop shops" the decision to offer a little bit of everything to a mass market may be riskier than specializing and offering a limited product mix to a market of enthusiasts. As a small business owner or manager, you should challenge the fear of differentiating your product mix by assessing the risk of blending into the landscape and becoming "invisible" to your target market.

Subtle Differentiation.

Small business owners might believe that differentiation needs to be extreme in order to be effective - fearing brand alienation as a result of trying to act/behave way outside the norm. Understanding that subtle differentiation can be a successful way to separate your brand will help your small business face this fear.

Let's look at my small business, Intersection Consulting, as an example. My brand differentiation strategy is far from extreme and includes:

* focusing on small business.
* specializing in marketing.
* offering a casual, no-nonsense approach.

The last point of differentiation is the most important to my brand because it generates word of mouth and referrals - yet it is the most subtle because it is only visible by clients after they meet with me and engage my services. Ultimately, your brand still needs to be a natural extension of you, your personality, core values and skill set - trying to differentiate your small business brand to the point of losing authenticity is never a good strategy.

"The Edges Usually Pay Off" (Seth Godin).

Don't be afraid to have a small business that is different - Following/chasing the masses is not always the best strategy. Seth Godin puts this into perspective with a great analogy in a recent post about Danny Devito and George Clooney..."Because everyone in Hollywood is trying to be George, there are a lot more opportunities for the few Dannys willing to show up. Invest in Danny. The edges usually pay off."

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  Differentiation – Smart Marketing Strategies for the Solo Entrepreneur

Article Tags: alienation, brand differentiation, business face, business landscape, courage, differentiation strategy, enthusiasts, innate fear, intersection, mass market, nonsense approach, norm, opportunity cost, referrals, retail stores, small business owner, small business owners, specialization, target market, word of mouth



Related Forum Posts
Re: Fear of Success - You don't need to fear success. We should embrace it. Fear is define by a man of God as False Evidence Appearing Real. the meaning is what we fear most does'nt come to pass
Other Great Books... - Feel The Fear And Do It AnyWay - Susan Jeffers How To Stop Worrying And Do It Anyway - Dale Carnegie ('What's the worst that could happen - the worst?' Then prepare yourself for that and reality is such a relief!).
Re: What I'm reading this weekend - Oct 8, 2010 - these are great! In particular, I liked "you’re already perfect" and "Smashing through the Black Wall of Fear." That's exciting that there is a new 4-hour book out. I really enjoyed "The 4 hour Workweek."
Re: Franchises in Texas... - [quote="RussellWebb":1kwhwvtt]Hi GT - I'm just fed up with the hand wringing fear-mongers. Yes, let's all do our share to reduce our impact on the global warming issues, yet at the same time we need to hear both sides of the story... then make educated decisions.[/quote:1kwhwvtt] Hi Russell, But don't you think society would fall apart without "fear" acting as a control? Fear is what keeps people in check (e.g. if you commit a crime you go to jail or even get shot by the authorities in some countries).
What keeps you from just doing it? - I think many people have limiting beliefs that keep them from following through on their ideas. Fear is certainly a factor, but even more limiting is the belief that it's too good to be true. Many people don't believe it is as simple as they dream it could be. And yet, some people have done exactly that and made millions. Our world has taught us that you have to work really hard to get money and that it's only for a few. What belief do YOU have about money? Is it keeping you from taking that leap on following through with a great business idea? I used to check in with money possibilities before I made a decision. Now I decide what I want to do and then figure out how to use money as a partner to get what I want. It's so freeing to not make decisions based around money fears... even if the funds aren't even there to follow through with it yet. I feel like I've finally stumbled on a secret. I'm not a millionaire yet, but I can tell you things are certainly going in a positive direction! What's your experience? What keeps you from just following through on your entrepreneurial idea?


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