What are you promising?

Holding an offsite with your team to develop your businesses client value proposition is a highly valuable and efficient process to identify key messages, target market and simple customer stories that help outline your businesses differentiator.

According to Emerger Co-founder and brand director Franko Callanan, the absence of a differentiator means your business is blending in with most other businesses in the industry who are also selling trust, results and a personalised approach.

“You don’t have to be different, you just have to be distinctive and better,” he says.

Speaking at a HUB24 webinar, Callanan says a key part of identifying what is distinctive about your business is to focus on what your business is promising. What do you want it to be famous for?

This could be a belief, a personality, positivity, emotional drivers, mindset or understanding which a business leaves with its customers.

In the case of AVIS car rentals, Callanan says as a business, it doesn’t do a lot different from its competitors in that it rents out cars at similar price points across the world.

What is different about it is its red brand and its people.

“They own a behavioural model where they let people try harder. It’s the same as Mitre 10 with ‘mighty helpful’.”

Once a point of distinction is identified, businesses can use it as a tagline. For example, NAB uses ‘More than money’, and were one of the earlier adopters of a strategy to shift the focus away from money itself to what is important. They use key life moments with inspirational messages to show they understand customers real needs.

Another example is Westpac who capitalised on the good work done by the Westpac rescue helicopter to demonstrate it is a bank that is there to help when customers need it.

To listen to the webinar, click here to watch the webinar.