There are lots of coffee shops to choose from along Queen Street in the Beach in Toronto and my friend and I were commenting about each of them as we drove along. "Homey", "corporate" (for Starbucks even though it's friendly), wheelchair accessible, "friendly". "bright", staff are always helpful and right there when you need them, "cottage feel" (the Pie Shack where we hold our monthly networking event) etc. The list goes on .
With so many to choose from, how can we pick the one that's "right" for us? Well that's how people often look at your business. How do people pick you? What are you known for -- and as? That's why it's so important to know what makes you unique - BEFORE you begin - whether you're a start up or are making changes.
WHO ARE YOU? How do you want to be seen and known? What's your "brand?
Choosing a coffee shop or bank or grocery or drug store or clothing store is just as difficult as choosing YOUR business.
Here are a couple of suggestions to get you started.
Get everybody to be very specific. What do you DO?
- Ask your friends and colleagues what makes you unique. Is it your "opposite" ideas from the norm? Is it your clothing? How do you treat people? Do you use "jargon" or "ordinary" language?
- Ask clients why they chose you over your competition. What made you different from them?
- Publish a survey and ask only one question - what makes you unique. Remember to give concrete examples.
That should get you started.
What else have you done? What have you tried? Did it work or not? Tell us.
