In three short years, we amassed one million in cash without hiring an employee and we began conducting interviews to answer the question: Why are our clients are choosing a two-person firm versus our nationally-recognized competitors? The common answer was simple — they enjoyed the banter, the relationship and working with enjoyable people.
As you think about how your company can differentiate itself from competitors, think less about the actual product or service and think more about your brand personality. Continually consider whether your company is doing enough to not be boring. Create a following and consider being known for something other than what you sell. If you hire correctly, then the best place to find brand personality is in the people you hire.
A company with a great brand personality often advertises the experiences they provide versus the products they sell. Think about which companies you know and trust. In many cases, you are not entirely sure what they are selling in a given commercial, but because of the fun factor, you do not even care.
We know there is a fine line between success and failure in business. Focus more on your perceived value versus the functionality of any given product or service.
Related: Why Branding is Even More Relevant to Businesses Today
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