- Establish your USP (unique selling point, or unique sales proposition)
- Find a single niche in your sector where your brand is the best
- Think of “best” in the widest possible sense – for example, the most sustainable, the longest heritage, the most loyal staff, or the most helpful customer service
- Offer a service that is different from the rest
- Overcome problems faced by your customers
- Share these messages via storytelling using content
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