Don’t claim a brand differentiator because it’s flashy, claim it because it’s true

Every business owner and CEO wants their business to be different in ways that are scroll stroping and eye-catching.

And there’s no problem with having that goal but the one thing your differentiators can’t be is untrue.

Apart from the damage that can come from making promises you can’t keep, people can simply see through exaggerated claims today. Whatever you claim as a differentiator, your business has to live it, develop it, process it, deliver it, and measure it each day.

For example, many businesses say they have superior service, but they do nothing special to make it a reality. No risk-free policies. No weekly service training. No processes to ensure superior service actually happens.

The bottom line is don’t claim a differentiator because it’s flashy, claim it because it’s true and valued by your ideal customer.

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