Our mom put out clothes for my twin and I to wear until we were 13. Same outfits, sometimes different colors, but always coordinated. No wonder so many people called us “The Little Twins”! We didn’t really question why we were dressed alike for many years, but now I personally think it was a mistake. It forced people to see us as a “set” rather than as individuals.
Lorrie and I have different personalities, but as children, you couldn’t tell us apart without getting to know us. We looked and were dressed exactly the same. Unfortunately, that’s what happens to many brands today. Millions of businesses and brands have an online presence (in fact, there are so many that it’s nearly impossible to get a solid statistic on just how many). When consumers have an endless amount of options, they’re going to pick the choice that stands out the most.
With everyone and everything looking alike online, how do you make your business the one that stands out from the crowd? Step back and take a look at your business. Define what makes you unique. Your time is sure to be sparse when taking care of the many aspects of your business, but dedicating enough time to this factor is crucial.
Research your competitors and see what they offer—then make sure you offer something that they don’t. This doesn’t necessarily have to be an extra product or service. Perhaps you have a separate Twitter account just for customer service, or someone dedicated to answering Facebook posts and messages. Keep in mind that the more you stand out, the better.
Seth Godin, author of Purple Cow, writes: “In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same thing as being invisible.”
Twins know—when it comes to the online marketplace, you don’t want to look the same as everyone else. You don’t want to fit in. Try to sum up in a sentence or two what defines you and sets you apart from the others, then make this definition a reality. Stand out, and most importantly, be unique!
What’s your business’s defining quality? Can you sum up what sets you apart in a sentence or two?