How confident are you in the strength of your brand? Do you find yourself nervously checking your competitors' websites to see what they're up to, only to find your heart sinking at their latest marketing campaign?
If you have a strong brand, if you've differentiated yourself from your competitors powerfully, then you won't be doing this. You'll still probably have a healthy awareness of what other businesses operating in your market are up to: but you won't be lying awake at night worrying about it.
Successful businesses start by defining what makes them unique. They look at what their clients want, what they themselves are good at and what they know they can deliver. And they operate in a niche. They don't get overly worried about what their competitors are up to because they know that to their target clients, their offering is irresistible.
But how about you? Which camp does your business fall into? Do you have a strong brand and a clearly defined niche or are you still looking over your shoulder at your competitors? Either way you'll probably find my Brand Profitably article helpful. You can download it for free on our website. Enjoy!
Fiona Humberstone, Guildford printing.com www.guildfordprinting.com