Marketing Law 9 - Opposite

If you're not #1 in your industry or category, your marketing strategy should be determined by the leading business in your business category. While it may seem counterintuitive, studying what the top dog in your industry does well (and what they don't do so well) can give you a competitive edge. Then, instead of trying to imitate their approach to marketing, find ways to differentiate yourself and your brand from theirs. Even the smallest differentiator (brand colors, slogan, discounts, etc.) can make a big impact, so don't be afraid to get creative.

Think about it. Hypothetically, let’s just say that Home Depot is the top building supply company in the country, and your company is next in line. If your marketing positions you with the reputation of being “like Home Depot, but not quite as good”, then what reason would anyone have to choose your brand over Home Depot? So what sets your company apart? Are you newer? Faster? More affordable? Higher quality? More technologically advanced?

Whatever it is, you must find your own marketing wrinkle or branding difference, something that truly sets you apart, and make that as appealing as possible to any potential clients who may be growing weary of the tired, old leader. And who knows, with enough time, effort, and willingness to seize your moment, you may find yourself the new leader.

(Adapted from "The 22 Immutable Laws of Marketing" by Ries & Trout)