Determining your Point of Difference

As a small business it can be hard to work out what makes your business different from the competition.

To stand out from the crowd you need to have a point of difference, a reason for your customers to choose you. That x-factor is called a Unique Selling Proposition (USP). It doesn’t have to be earth-shattering. Perhaps it’s your ethically sourced ingredients, or your online ordering system? It could be your quick turnaround or that your product comes in more colours.

Ask Yourself

Ask these questions about your products and services and also of your competitors to help you determine how you can make your product stand out.

• What does the customer need or desire?
• What role does the product or service play in your customer’s life?
• What does the product or service do really well?
• What do the reviews say about the product or service?

Consider

Using the information you gathered answering the above questions, think about how your product or service meet these needs and what makes it special?

• Is your product a higher quality than your competitors?
• Is your satisfaction rating higher?
• Do you have a way to create an emotional connection between your product and your customer’s needs?
• Can write informative articles on the need behind the product and establish yourself as an expert?
• Do you support a charity or cause that links the products value to the customer?
• Is your product newer, more innovative or using more recent technology?

Find your Point of Difference

There are lots of ways you can differentiate yourself, however you need to be authentic and realistic about what will work for your business. Find your x-factor and the customers will come calling!

About the Author

Alysha is a seasoned graphic designer and brand educator with over a decade of experience in marketing and design. She specializes in crafting bold, unique brand identities, publication designs, and impactful presentation revamps. Working primarily with small and medium-sized businesses, she partners with entrepreneurs who seek a long-term design collaborator who truly understands their brand, audience, and business goals. While she serves a wide range of industries, she has a particularly strong presence in financial services, investor relations, and the creative entrepreneurial space.

Beyond design, Alysha is passionate about educating small business owners on the power of branding. Through her blog, she shares expert insights on design, brand strategy, and proactive marketing—helping business owners stand out, build credibility, and attract their ideal customers. Her brand education work focuses on guiding women entrepreneurs over 40 in understanding their competitors, defining their audience, clarifying their brand’s deeper purpose, and developing a compelling brand personality and messaging.

With a friendly, efficient, and results-driven approach, Alysha ensures her designs and branding strategies are not only visually compelling but also strategically aligned to help businesses thrive.