Welcome to Allora! A bi-monthly digest sharing style and strategy in branding, web design and business ownership for graciously ambitious service providers.
Hi First name / there!
Your business doesn't exist in a bubble.
Let's face it, when clients are looking for your service, they most likely have 10+ other tabs open on their browser with all your competitors lined up for comparison. It can be easy to compare ourselves to competitors and feel pressured to do things the way they do it.
But, you don't want to look at your competition as a benchmark of where your brand needs to be.
Instead, you want to be mindful of how they are presenting themselves, so you can find market gaps to stand out and separate yourself from the rest.
The Competitor Landscape
When you look at your competitors, I like to hone in on 2 distinct groups:
Linear competitors - the ones I'm actually competing with for business - you know the ones who get recommended in the same Facebook posts as you or the ones you may have lost a job to in the past.
Top-tier competitors - the ones you look up to and strive to be at their level. This is where you are aiming to be, but with your own unique twist of course!
As you build your business, it's important to look at both so you are positioning yourself for work in the present but also laying the groundwork for future growth.
Finding the Gaps
You 100% do have a place (in case you have any doubts let's quash them here & now)!
1. Make 2 lists - name a few of your linear competitors and 1-2 of those top competitors
2. Look at each business on your list and reflect on the following:
What do you like about what these companies are doing?
If you could take one thing from what they are doing, what would it be? (Some examples: imagery, brand voice, videography, social media presence, a particular value, the customer experience, etc. and try to be specific)
What do you not like about what these companies are doing? (Some examples: maybe they are too personal or not personal enough, maybe they are scattered and offer too much, maybe they are too casual and you'd like to be polished + professional, etc.)
3. Lastly, scan for gaps, angles, variations or unique combinations. Are there gaps in messaging or positioning? Niches or sub-niches that aren't being served?
Did you discover anything?
Comparison game can make us feel lousy.
But what if you approach your competitors with this new lens? Instead of comparing, be intentional and reflect. What do you like, what do you not like and what one thing can you take away? Then make your place.
Don't compare. Differentiate. 🧡
Vanessa
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