When you started your company, did you model it after one of your competitors? When you launched your most recent ad campaign, did you read your competitors’ ads to see what features and benefits to stress? When you built your website, did you tell your developer to make it look like competitor A, B or C? If the answer is yes to any or all of these questions, you’re a follower.
Unfortunately, the price you pay for following the competition is that you’ll never be a market leader. You’ll struggle to just keep up because you’re chasing the competition. You’re too busy copying the competition to present a unique position of your own.
It is important to reference your competition. Just make sure you’re referencing their website, advertising and brand for the correct reasons. Use your research to find ways to clearly communicate your differences. Find ways that you can be different instead of trying to be the same. Being different is a good thing. Being different is what creates opportunities for differentiation. Being different is what creates memorable brands.
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