The business world is crowded with many enterprising and hard-working companies, all of whom are looking to make a name for themselves. When entering into business, it is important to let the world know what you have that is new. What do you have that no one else has? How are you different from the competition?
In the long run, your business practices and service model will answer this question. However, especially at the beginning, much of this extremely important issue will be determined by your PR presence and the way you advertise. This is the path by which your future customers are most likely to first encounter your business. Your competition will almost certainly have the option of being better established than you, at least at first. However, this may give you an advantage. Since you can study their services and their methods of providing them, it should be easy to position your enterprise to provide a different service or in a different way.
The perception of the brand and the business should highlight that which makes it unique and indispensable. People that are hearing about your company for the first time will want to know, “how are you different from the competition?” That question should be answered thoroughly and completely from the very beginning. The name of the company should be memorable and easily distinguishable, telling people what general sort of services are provided and the manner in which they will be provided from the very sound of the words. This is not too much to ask of the name of a company or their products. Language is extraordinarily powerful and more than capable of conveying rich and complex information such as this.
Although exciting brand identity is critical to establishing a new business, there are any number of important publicity and advertising techniques that must also be deployed. Businesses that offer physical products must provide high-quality photographs of their goods and a way for customers to find them. Businesses that offer services will need reviews and testimonials as quickly as they can get them. Every type of enterprise has specialized strengths and needs, and the intelligent business owner should be aware of them.
It is always important to study the competition, but this is one time to let that knowledge shine. Let people know the answer to the question, “How are you different from the competition?” Develop a strong brand identity and advertising plan that lets the world know exactly what it is that you do that nobody else can.