RedShift Marketing Program

The Power of Unique

Small business owners, entrepreneurs, solo professionals and career transitioners affect their directional course when they make choices about their business model, the clients they want and their personal and business brand. This presents challenges, particularly for slash careerists, generalists and multiple careerists. Often, a differentiation strategy is omitted and the emphasis is mainly on targeting a niche. But without a unique identity in the chosen industry, there is no robust decision-making framework, so responses to change trends and competition are reactive.

Developing a differentiation strategy is a co-creative process requiring rigor and introspection. Its not about developing a wordy report. Its about getting to the essence of unique that can be communicated in a slogan, a tagline, a statement, or a visual. Differentiation is the key starting point for setting program and business development, marketing, branding, communications, advertising and customer (internal and external) experience objectives.

THE PROGRAM

Consulting, coaching, and creative services for differentiation, user alignment, business and personal branding, SEO/SEM strategy.

Graphic: Differentiation Strategy
Differentiation Strategy

EXAMPLES

Program Directors: Your project involves significant content and structural upgrades to your enterprise web sites. In order to be sure the project tracks with business objectives and desired success metrics, you need a framework for evaluating the myriad decisions related to user-experience design, SEO/SEM, targeting schemes and end user education.

Solo Professionals: You're trying to establish your practice but you're conflicted about how you differentiate, communicate and market your particular combination of skills, talents and experience. You need creative ideas, hands-on help, feedback and support from an experienced, independent professional who knows the challenges and the potential of the direction you are taking.