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It can be difficult to differentiate yourself from your competition—but it’s essential if you want to attract business. Here are a few ways to stand out from your competition—and give prospects a reason to work with you instead.

Understand where the gaps in the market are, and how you can fill them

This one takes some market research. What is the one thing that your competitors don’t offer, that you can? What’s one area where your competitors’ customers are constantly frustrated?

Finding out can involve talking to people who work with your competitors; listening in on social media conversations; or even asking your own customers why they chose to work with you and not one of your competitors. Find out what the market is lacking and what you offer that’s unique, and then make it very clear in your messaging.

Strengthen your USP.

Your USP is your unique selling proposition; a message that expresses what you offer that’s unique in your industry. It’s a message you can incorporate everywhere in your branding.

Once you know what you offer that your competitor doesn’t—once you’ve done the research, spoken to your customers and those of your competitors, and identified that stand-out factor, you can craft a powerful USP that will give prospects a great reason to choose you, or even to switch from a competitor.

Set yourself apart visually.

Does your branding look like your competition’s? If so, it might be time for a refresh.

If your branding looks exactly like your competition’s, your prospects may have a hard time telling you apart. Make sure the colors you use, the design of your website and logo, and other branding visuals stand apart from your competition.

This will help you make a memorable impression to customers researching their options online, those meeting you in person at industry events, and everywhere else both online and off.

Show off your customer reviews.

Nobody sells you quite like satisfied customers do.

If you have positive reviews, highlight those. Include them on your website and in your branding. The best customer reviews give a specific reason the customer loves working with you—whether that’s your outstanding customer service, your ability to help customers solve insurance challenges, your success in handling claims, or any other factor. These alone can help set you apart from your competition.

It's not always easy to stand out. Identify what makes you different, what customers appreciate about working with you, and what you offer that your competition doesn’t. Make it part of your branding, along with a solid visual scheme that sets you apart visually—and highlight customer reviews that reinforce your USP. This should help set you apart from the crowd.