Brand PromiseBusiness Development Tactics

Brand Your Unique Capability

By August 2, 2013August 3rd, 2013No Comments

GymnastDoes your company have a unique capability? Something that only you can do or that few competitors do? If so, perhaps that is a unique differentiator for your brand.

Let me give you some examples:

  • A Call Center has the capability to specialize in the healthcare industry (which has very strict regulations about collecting payments) and all staff have the capability to speak English and Spanish
  • A flooring company has the capability to install your new flooring tomorrow if you buy it today.
  • A personnel placement agency has the capability to find you people who qualify for top secret government clearance.
  • A logistics company has the capability to help you understand how to ship manufactured goods from China to the U.S.

Unique capabilities set you apart from a crowd of competitors. ¬†Maybe 95% of what you do is the standard expectation that everyone in your line of work can do. But then, just maybe you have about 5% of extra special capability that is somewhat unusual. And maybe because it’s a small part of your total capabilities you don’t make a big point of it in your marketing materials. But think about whether you could!

Unique capabilities can have to do with

  • speed of delivery¬†
  • price
  • no one else dedicated to this particular feature
  • unique credentials
  • your team background
  • special accommodations
  • “pet friendly” or “child friendly”
  • in-house production
  • “full service”
  • your supply chain

and many more differences. You might be surprised at what a brainstorming session with your team or your advisory board will turn up as a unique capability of your company!