Examples of differentiators we really like

We all want our businesses to be successful and grow. In a fast-paced world that has seen huge change over the last 18 months, innovation is crucial for survival and growth. So what is it about some companies that make them stand out from all their competitors? Here are some interesting ways companies both large and small have done it.

Make it entertaining

Air New Zealand, like all airlines, has to comply with many rules in a highly regulated industry. It goes without saying that they are responsible for making passengers aware of safety while they are flying. But how to get people to pay attention? This in-flight video was designed to get people to understand the safety protocols, but it has also had 22 million views on YouTube. It’s funny, entertaining and is full of famous people linked to New Zealand (and the Lord of the Rings franchise). Think what this does for Air New Zealand. Wouldn’t you be more inclined to book?

Make it real

You might not be able to afford Peter Jackson to make your video but sharing ‘Day in the Life’ videos can be just as effective. I know an electrician who has 80% of his business because he does YouTube videos which show how they work and what equipment they use. Now you wouldn’t think this would be very popular, but his easy style and simple explanations have earned him 80 thousand subscribers. 

Add a little twist

Is it me, or have thousands of coffee shops sprung up on our high streets across the country in recent years? Standing out in the catering industry has become much more difficult because of the growing trend, so what can businesses do to be different?  

Having top-quality coffee can be a great differentiator, or having fewer choices and less questions to answer before you get your cup (dairy or non-dairy, skimmed, semi-skimmed or full-fat? Decaff? Would you like anything else with that? Have you got a loyalty card?)!

Take a look at Java Whiskers. They have high quality food and drink and they’ve added a great twist on the relaxing and enjoyment factor of a good coffee shop. Go for a coffee, play with a cat!

Take a leaf out of their books

These are brand leading examples, but they are not the preserve of those that can afford it. You can start by looking at companies you like though a different lens. Ask yourself what makes them different and how do they appeal to your interest. Then go back to your team and work with them to discover how you could adapt that for your business.

I’ll leave you with this link to inspire you – the words most innovative companies 2021.

Need help with finding your USPs? Contact us to find out more.

Fiona Grant-Jones

As a Management Accountant, I have a proactive focus on the future. I enjoy working with business owners to improve performance through management accounting and forecasting techniques. My knowledge of Tax and Tax planning has supported me in offering a more complete service to our clients. My interests span from the ones that my mother approves of, such as needlecraft and papercraft to the ones she is not so keen on such as scuba diving and skiing!

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