In my continuing series on differentiating your brand, I'm writing today about references and how you can develop them as a powerful way to stand…
Barbara Weaver SmithJuly 19, 2013
Is timeliness an important part of your service? A good way for small companies to differentiate is by using their agility and flexibility to…
Barbara Weaver SmithJune 27, 2013
Focusing on the outcomes of your work for customers can promote a clear differentiation from competitors. All buyers are interested in the end result--what will…
Barbara Weaver SmithJune 26, 2013
Everyone's heard of a "niche" market as one way to differentiate your company from others. Perhaps you sell business-to-business, and you sell only to schools,…
Barbara Weaver SmithJune 24, 2013
A few days ago we had an air conditioning company come to the house for a seasonal check-up of our system. The guy who came…
Barbara Weaver SmithJune 22, 2013
Great brands are built through focus. It's often very hard for a small company, especially a young one, to limit its concept of "who is…
Barbara Weaver SmithJune 20, 2013
What is it that makes your company special? How are you different? Why should a customer buy from you rather than from someone else? Learning…
Barbara Weaver SmithJune 19, 2013
Are you one of the many executives who think social media is frivolous, trivial, and unrelated to your business? Think again! In this article, I…
Barbara Weaver SmithMay 31, 2013
Often you and the whole team are totally focused on the great advantages that you provide with your products and services. You consistently make a…
Barbara Weaver SmithDecember 2, 2011
Whenever you hold the position of "the best" for a period of time, you become vulnerable to many kinds of attacks. You can't afford for…
Barbara Weaver SmithNovember 17, 2011
Is your company too modest? Before the customer makes the final decision to buy from you, they want to know in some detail what sets…
Barbara Weaver SmithNovember 8, 2011