Every firm is unique, so focus on your differentiating factor to create a one-of-a-kind client experience.
Every body is different. If you know anything about your body, you know that it is a unique piece of artwork. No one on the earth is made quite like you. You have similar characteristics and DNA as family members, but you are a unique individual. If you’ve ever tried losing weight or changing your diet because someone you know told you how they did it successfully, but then their method didn’t work for you – you know what I’m talking about. Every body is different and therefore reacts to food, diets, and exercise differently.
Guess what? Your company is no different!
There are many architecture, engineering, and construction businesses – and they are all unique in their own way. Each company has a different set of values and company culture that is set by the founders and leaders of the firm. Firms focus on different types of markets and industries through providing a range of different services. They employ a unique team that delivers top-notch projects to clients. They may look the same on the outside, but they are all different in their own way.
Many years ago, someone asked me who the best contractor was in my local market. I responded by asking them what they wanted built. They were just asking a general question, because they knew I was very familiar with all the contractors in this market. I can’t answer that question without knowing what the client needs or wants. Each contractor builds different types of structures, so I had to have more information to provide an answer. There are certain firms that excel at different types of projects. Being so close to this industry, I can see the difference between competitors even when the competitors can’t. Every firm brings a unique set of talent, skills, and customer service to their clients. I wouldn’t refer a road contractor to build a school, because that isn’t in their wheelhouse.
Knowing your company culture and what differentiates your firm from the others are the first steps. When you know who you are as a company and where you want to be in a year, three years, or five years, you’ll be better equipped to make sound business decisions. Knowing your differentiating factor allows you to market your firm utilizing that uniqueness.
If you don’t know, then you need to complete an internal brand audit and external client perception surveys. These two exercises will help you focus on what makes you different according to your existing clients, so you can better market those benefits to prospects. It gives you time to reflect and make sure you are headed in the right direction with your company culture and focusing on your differentiating factor. As a firm, you don’t want to be (or need to be) everything to everyone. You want clients who value your expertise, pay you a fair fee, and treat you and your team with respect. When those things aren’t aligned, it’s not a good fit for your firm or your team. Determining what your firm is helps you select which projects to pursue and what people to hire to best serve your clients.
Every firm is different. Each firm brings a distinct skill set to each project. Don’t try to be everything to everyone. Create a one-of-a-kind experience for your clients through your differentiating factor. Know your firm and understand how your clients see your firm.
Lindsay Young, MBA, FSMPS, CPSM is a marketing services advisor with Zweig Group and president and founder of nu marketing. She can be reached at lyoung@zweiggroup.com.