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What really makes you unique?

Guest post by: Sue Henry

Article Overview: To gain a competitive edge as a small business it is critical that you understand what it is that really makes you and your business unique. Understanding your uniqueness helps to develop your marketing messages, establish standards and importantly stand out from your competitors. In this article we look at what is unique and how you can identify your uniqueness.

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What really makes you unique?

To gain a competitive edge as a small business it is critical that you understand what it is that really makes you and your business unique.

Let's start with the easy bit, a clear and concise description of what unique really is... the clearest definition I could find comes from the Oxford dictionary which states... "Unique - of which there is only one; unequalled; having no like, equal or parallel".

Now that in itself is great news and we can all tick that box as yes we have it, and here's why... there is no one else on this earth that is exactly the same as you, no-one that thinks exactly like you, holds the exact same thoughts as you, you are 'of which there is only one'.

That's great news for many reasons the one we are focusing on today is that if you are 'of which there is only one' then you already hold a unique position for your business. The challenge is how to communicate that 'of which there is only one' message to your customers and potential customers.

To secure your 'of which there is only one' position you must first eliminate from your mind and steer clear of the over used terminology that today's purchaser expects as a given. Examples include:

Customer Service
Quality products/services/delivery
Best service, product, price (unless you can prove it)

Focus on the words that engage the emotions of the customer and potential customers - there was a great saying that was used heavily in the eighties and nineties that is even more relevant today "people buy from people they like".This may sound like just another saying but think through what this really means - the fact is that people buy from people with similar values.

Identifying and understanding your values and those of your customers is paramount in piecing together the best ways to communicate your 'of which there is only one' message. Here are three ways that you can articulate your 'of which there is only one' uniqueness:

1. Identify your top three - five personal and business values

Make as big a list as possible first, then bring it down to your top 3- 5. Here are some in no particular order to help you get started: Family, Fun, Happiness, Health, Contribution, Community, Honesty, Integrity, Humility, Security, Success, Flexibility, Reliability, Consistency, Decisiveness, Innovation.

2. Brainstorm all the emotive words and benefits that your product or service provides for your business that lives up to/and or engages those values and create meaningful statements.

Here a a couple of examples along with their values to help you on your way.

Facebook: Helps you connect and share with the people in your life (values: family, friends)
Australian Business Women's Network: Growing you, Growing your business (values: education, success, community)
ANZ Bank: Life's complicated, we're making banking simpler (values: Flexibility, family)
Funky Foto Booths: The latest in fun entertainment for your next event (values: fun, happiness, innovation)
Footprint Recruitment: Run by Locals for Locals (values: community, consistency, reliability)

This exercise may take you some time to come up with the exact wording but stick with it. Run it by your loyal customers to see what they think - keep asking yourself does this statement communicate our 'of which there is only one' message?

3. Integrate those values and statements into all of your marketing and promotional materials

These values and statements must be integrated in all your marketing efforts, pictures, images and logos must also convey these messages. Ask the same questions about your imagery do these communicate our 'of which there is only one' message?

We started on great news and I'll finish on great news - there are no real mistakes in this process as long as you stay true to yourself and what you value!

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Article Tags: competitive edge, marketing, small business, uniqueness

About the Author: Sue Henry
RSS for Sue's articles - Visit Sue's website

Sue Henry is an Australian networking and small business expert and co-author (Network or Perish and Accelerate: How to Accelerate Your Business, Yourself and Your Networking Skills). She is in demand as a public speaker, motivator and small business expert. Sue believes in delivering information that is practical, informative and entertaining.

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