The Importance of Differentiation
Every brand hopes to create differentiation. Every business wants to break out of the clutter and be remembered for its uniqueness. Everyone claims that they are different from the rest. Businesses all across North America currently invest millions, doing all they can to convince consumers what makes their business different than better than their competitors.
Unfortunately, most of those efforts come to naught. Differentiation is not an easy thing to create. Most brands end up in the me-too aisle, with no discernible difference. This is marketing without a Unique Selling Proposition (USP).
But a Consumer Choice Award (CCA) logo can change all that. It can be the differentiator a brand needs and importantly, a signal the consumers want.
If you are a local service provider, this is the clutter-breaker that your marketing needs. Being the only business in your category that can say you alone are the business consumers say is the best at what you do, is a very powerful statement to make.
Without differentiation, it’s difficult for customers to choose. Service offerings, guarantees, and marketing strategies are easily duplicated, and all claims sound the same.
That makes it impossible to trust a brand. It also makes it difficult for companies to command a premium. If everyone’s the same, why would consumers pay more superior service?
In fact, lack of differentiation may have already forced you to lower your prices. That starts a vicious cycle of lower margins and lower investments.
A CCA logo can make the difference. With only one winner in each category per city, there truly is no greater differentiator. Consumers will know that your service has been chosen and endorsed by other consumers. Real consumers. And that brings credibility and trust. When choosing a service provider, consumers don’t want the least expensive option, they want the best.
The CCA logo will give consumers the confidence they need to opt for your services.
Now your marketing efforts will have momentum. Consumers will be able to spot the difference and choose your brand. Your brand identity will have greater credibility with the CCA logo as it carries with it the endorsement of real consumers in your city.
Importantly, you won’t have to spend too much on needless promotions. You can be strategic about your marketing as your differentiation will be authoritative.
The CCA logo will be a sign that the business has been ranked as trustworthy, superior, and number one in its category. It will sum up everything you want your customers to know about your business. That’s the kind of differentiation most businesses spend their entire lives searching for.
Jeff Havercroft, Vice President of Consumer Choice Award
