Aaron Shields’s Mind Terroir

Too often we get caught up in the new and forget the foundations of our business. Back to Basics posts will reunite you with foundational concepts.

A key to driving your business growth is understanding and using drivers of choice and drivers of differentiation. Drivers of choice are category-based: they are the elements that drive people to buy from you and your competitors. Drivers of differentiation are those elements that lead consumers to perceive you as being different from the competition.

But, it’s not enough just to be different; you must be different in ways that matter. Your drivers of differentiation should layer onto your category drivers of choice.

The ways in which you are different should relate to what drives purchase behavior in your category.

What are the top three drivers of choice in your category? What are your top three drivers of differentiation? Are your drivers working together?

Tags:   Branding · Business · Choice · Differentiation · MarketingNo Comments