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How are You Better than Your Competition?

Understanding how your business is better than your competition is will give you an important insight into what your brand position is.

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I don’t care what industry you’re in when you look at the landscape of those businesses that do what you do; you compare your business to the work that they do. And you have opinions about their work – either you respect it, or you don’t. But the thing is, you know how your business stacks up against the competition. You know where you’re better (and why) and you know where they are better (and why). Because you’re in the industry, you know if they are any good or not at what they claim to do, or if they are just a beneficiary of the “old boy’s network,” or a random fluke.

Insight into your Brand Position

This understanding of how your business is better than your competition is will give you an important insight into what your brand position is. If you’ve got better service than your competition – then your brand might need to be positioned around amazing service for your customer. If your business is honest and your competition is not, then, your brand position requires an element of straight-talking to it. If your business has the latest and greatest widgets and your competitor uses old and outdated ones, then your brand can be about being on the cutting edge of technology. The goal is to figure out what your business is naturally doing different and better than your competition and then to own that position.

There is a great article in the Huffington Post by Grant Cardone titled Competition Breeds Failure and Mediocrity. The point of the article (which you should read) is that you can’t be successful at the same things your competition is. This is because there will be little distinction between each company competing for the business. If on the other hand, you get excellent at the things your competition isn’t good at, then you can create a meaningful differentiation between yourself and your competitor. At the end of the day, it’s about being different than your competition – that difference is your brand.

How Would You Talk About Your Competition?

how are you better than your competition?
photo credit: AdamKR

Today, think about how you would talk to someone you respect about the differences between your company and your competitor. Consider what that tells you about what your brand position is and should be. If you’re not marketing your business like that, it’s time to consider a subtle shift to highlight the differences between your businesses.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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