Everyone is unique. Regardless to how close you are, or the number of things you may have in common, there are no two persons that are the same. I am blessed with twin boys and each day, I am reminded that although they share the same birth date, similar names, and according to some, similar faces, they are both distinct, separate individuals with different strengths and weaknesses. Like people, businesses are also different. Although, two businesses may be selling the same products or offering the same services they both possess individual qualities that set them apart from their competition.

Sometimes, the difficulty is finding your distinguishing feature. For instance, what sets me apart is not my sound academic background, or the number of years that I have successfully worked in senior management in various industries both locally and internationally, although they are part of the package. My distinctive traits encompass my faith in God, the high standard of integrity to which I hold myself and my drive to positively impact and effect change by raising the level of efficiency and excellence in every organisation in which I affiliate.

What about you? What is it about your organisation that gives you the edge above your competitors? For some organisations, it is their emphasis on putting customers first by ensuring that their employees eat, sleep and breathe consistent excellent customer service. For others it may be the first class quality products and services which they offer. Whatever it may be, it is vital that you know your super power and you utilise every opportunity to shout it from the rooftops.

There’s no point having something great and no one knows about it. Identifying what sets you apart and advertising it keeps your products and services at the front and centre of customers’ minds. This increases sales and by extension profit. Therefore, ensure an extensive reach of customers by utilising a combination of two or more advertising mediums inclusive of print media, native, display, broadcast and social media advertising. This will offset the disadvantages of the individual mediums.

Advertising your brand is of paramount importance to your business. It encourages a consistent flow of traffic into your business, creates brand loyalty and gives your organisation a positive image. It is time to own the uniqueness of your brand, carry it with pride and broadcast it to the world.

Dr. Wendyann Richardson is a Management Consultant who specializes in corporate governance, business operations management and refining of skills through training. She can be reached at refiningleadersinstitute@gmail.com