Are Your Differentiators Really That Different?

We hear it all the time when we ask people how their business stands out against the competition. They’ll say things like: great service, a commitment to integrity, quick turnarounds – and maybe even “unlike the other guys, we really care.” Those other guys, those rascals! The truth? Those rascals are saying the exact same things. If you want to stand out, you need to get specific. You need to dig past the generic and uncover what truly makes your business unique. Why should people work with you?

Let’s talk about where it’s going wrong and how to fix it.

A differentiator is a specific quality, feature, or approach that sets you apart from your competitors while also being valuable to your customers. Differentiators, by definition, are what make your business different. But how can you be different if you’re saying the same things as everyone else?

• “We offer the best customer service.”
• “We REALLY care.”
• “We have the fastest turnaround time.”

Sound familiar? If you’re leaning on those items to define your brand, you’re not differentiating – you’re blending in.

Those listed points are not differentiators – they are baseline expectations to compete in the marketplace. You need to have great service, fast turnarounds, and the hint of a moral compass to simply do business in today’s day and age.

To win new clients, grow your business, and build brand loyalty, you have to clearly articulate why someone should choose you over the other guy. Not just what you do, but what you do differently, better, or more intentionally than anyone else. The key is to go deeper. Don’t just tell people you offer great service. Show them how it’s great, why it’s different, and what it means for them.

Here’s a simple process you can follow to help you identify your differentiators.

1. Generate A Master List: Start by listing everything you believe makes your business, people, or culture unique. You can begin with a brain dump and then spend a little more time once you’re past the obvious. Bring in your colleagues, too!

2. Dig Deeper: Now go beyond the surface. If your top items are things like “great customer service,” break them down:

• • What specifically about your service is better?
  • How do you deliver it differently than your competitors?
  • Do you offer a money-back guarantee? Do you promise a certain response time?
  • Is there a personal touch or step in your process that’s uncommon?

3. Ask Your Clients: Your happiest clients are your best source of truth. Tap into their insights by asking them three simple questions:

• “Why did you choose us over others?”
• “What would you miss most if we weren’t around?”
• “What surprised you most about working with us?”

Look for recurring themes in their responses. Chances are, they’ll point to something you didn’t even realize was special.

Once you’ve got a list of potential differentiators, put them through this test:

Your differentiators aren’t just fluff for your website – they’re a key part of your business strategy. They shape how you communicate, how you market, and how you grow.

If you’re not sure what sets you apart, it’s time take a step back, dig deep, and find out. Once you know, your customers can know too – and that’s where the magic happens.