This article is part of a collection of small business resources available to DECA members through Fran Tarkenton and the Tarkenton Companies. View a complete list of small business articles here and learn more about Tarkenton Companies here.
Tailfin Marketing’s approach is all about identifying differentiation opportunities—ways to show how a business is different from everybody else.
How is your idea different from what’s already out there? It doesn’t have to be wildly different, but you have to be able to explain and defend a real brand position that differentiates you from the competition.
The biggest challenge startups face, then, is losing focus. They want to do everything—they want to be the leader in an area where there is already a leader, or get involved in other areas where they don’t have a way of differentiating.
At the end of the day, this is the most important marketing question to answer, “What are things that will make people remember your brand and what’s different about it?” Find that focus, stick to it, and articulate it clearly.
Get more small business resources at GoSmallBiz.com, a Tarkenton Company. Fran Tarkenton was the recipient of the 2014 Entrepreneurial Spirit Award and is dedicated to supporting DECA's mission of preparing the next generation of leaders and entrepreneurs.
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