What Makes Your Business Different?

I recently met with the owner and General Manager of a very well-known automobile dealership and presented them with the following question: "What makes you different?" They spoke about their people. Obviously their people are different; but, the services they provide are very similar to a hundred other dealerships in the market. It can't be their product. You can't drive five miles without coming to another store that sells the exact same make and models as they do. How about the "Best Price"? Please! Don't even go their. In this market, I hear everything from "Nobody beat our deals" to "If we can't beat your best deal, we'll just give you the car"!!! My point is, they really couldn't tell me one substantial thing that made them different from their competition. My business associate, Norman Wright, Jr., President/Chief Creative Officer of Dimension X, calls this a "Me, too" business. In other words, this business is the same as so many others. Unfortunately, attracting new customers is difficult when you're a "Me, too" business. In this case, why would customers drive further when they can get the same product, good service and a similar price closer to home? Why cross a river, fight heavy traffic, etc.? Simply stated, THEY WON'T. This can leave business owners feeling extremely frustrated because nothing they do from an advertising and marketing position seems to work. In addition, spending thousands of dollars every month, with little or no return, is hard a hard pill to swallow.

If your business is struggling, maybe you should ask yourself the hard question: "Are we a 'Me, too' business?" If you are, there is a solution. With some work, a lot of creativity and a strong commitment on your part, you can re-energize or even re-invent your brand.

I love to talk about branding. Please feel free to contact me.
E-Mail: wmyers@dxadvertising.com - Phone: 724-522-9990.