{"id":2133,"date":"2014-01-21T13:14:27","date_gmt":"2014-01-21T13:14:27","guid":{"rendered":"https:\/\/dev2.brandconstructors.com\/?p=2133"},"modified":"2025-07-02T02:03:50","modified_gmt":"2025-07-02T07:03:50","slug":"making-a-difference-how-your-branding-strategy-depends-on-your-differentiator","status":"publish","type":"post","link":"https:\/\/dev2.brandconstructors.com\/blog\/making-a-difference-how-your-branding-strategy-depends-on-your-differentiator\/","title":{"rendered":"Making a Difference: How Your Branding Strategy Depends on Your Differentiator"},"content":{"rendered":"

Guest blog by Sylvia Montgomery, CPSM of Hinge Marketing<\/a><\/b><\/p>\n

We asked 1,500 buyers and sellers of professional services a lot of questions about what drives their transactions\u2014or at least what they think<\/i> drives their transactions. It turns out that sellers are often wrong about what motivates their potential buyers. Today we\u2019re taking a look at what buyers really<\/i> want\u2014and what they specifically don\u2019t want in a service provider.<\/p>\n

First up, reputation: Buyers want a firm that will deliver what it promises.<\/p>\n

Take A Look At What Buyers Really Want:<\/b><\/p>\n

Fig. 1 What Tips the Scales for the Winner<\/b><\/p>\n

\"hinge_fig1_tip_scales\"<\/a><\/p>\n

Reputation takes the prize. A solid reputation trumps even existing relationships or cost. More often than not, buyers make their final decisions based on the sellers\u2019 reputations.<\/p>\n

And What They Don\u2019t Want:<\/b><\/p>\n

Fig. 2 What Buyers Want to Avoid<\/b>\u00a0<\/i><\/p>\n

\"hinge_fig2_buyers_avoid\"<\/a><\/i><\/p>\n

Just shy of firms who break promises (which, really, just confirms the importance of reputation), are those who are \u201cJust Like Everyone Else.\u201d No one can be everything to everyone and buyers have an inherent sense of this. They want the quality that comes from specificity of your services.<\/p>\n

This is why you need a powerful differentiator. Buyers want to know you\u2019re bringing something unique to their equation, and that you can truly help solve their challenges. By building a brand strategy around your differentiator, you\u2019re killing two birds with one stone: enhancing your visibility and your reputation.<\/p>\n

What Makes You Different?<\/b><\/p>\n

Everyone says they\u2019re different. But if everyone\u2019s saying it\u2026 well, you get the point. Take a look at your firm. What makes you stand out? Here are a few areas to explore when differentiating:<\/p>\n