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One of the most important things to remember when trying to keep a business competitive, as discussed in Part 1, is to know what sets your brand apart. The first step in any process of improvement is identifying what does and doesn’t work. If you don’t know how your brand differs from others in the industry, or don’t care, you’re never going to be able to convince a client to pick you over the competition.

This means knowing not only what makes your competitors unique, but also knowing what makes your brand unique. Do you offer any special services or expertise? Do you provide value beyond that expected of you? Is there something special about your company culture or the way you do business that you can point to? What are your key differentiators and value points and, more importantly, are you advertising them successfully?

These questions and your answers to them form the basis for brand endurance and revitalization. Without them, any marketing strategy is blind, and any company is doomed to eventual obsoletion, which is why Brand Iron prioritizes this investigative process. In order to stay current, businesses need to constantly reassess their position in the marketplace and adapt accordingly. Knowing, intimately, what your business has to offer from one moment to the next seems like an obvious thing, but it is essential for long term success.

Of course, knowing can only get you so far. Once these key differentiators and value points have been identified, the next step is making sure that these are communicated to the client in an efficient and convincing way. Nobody should have to ask what makes your company different; they should know without being told. It should be intrinsically linked to your aesthetic, your content, and your sales strategies, because if it isn’t clear to the client, it doesn’t matter how well you understand it.

The secret to staying competitive, then, is understanding, from every angle, what sets your brand, your process, and your product apart from the competition, and exploiting those differences to their maximum effect. Don’t march onward through poor results and falling revenue; reevaluate, reeducate, and revolutionize your marketing strategy so you can secure long term sustainable growth, as opposed to fleeting success.

Want some help identifying your business’s value points? Let Brand Iron revolutionize your marketing strategy so you can stay out in front of the competition and optimize your brand for the future. Contact us today to learn more by visiting www.brandiron.net

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