In a universe where thousands of new businesses emerge every day, finding your differentiator has become a matter of survival in entrepreneurship. More than competing on price, modern entrepreneurs need to create real connections with their audience and offer unique experiences. But how to stand out from the competition effectively?
According to data from the latest edition of the Global Entrepreneurship Monitor (GEM 2024), the Brazilian scenario showed significant growth. Currently, about 47 million Brazilians are engaged in entrepreneurial activities, formal or informal. In 2024, the entrepreneurship rate reached 33.4%, the highest level recorded in the past four years, reflecting the strengthening of the entrepreneurial culture in the country.
For Raphael Lassance, partner and mentor of Sales Clube, the largest sales community in Brazil, the first step is to deeply understand your target audience. "Knowing the client goes beyond demographic data. It is necessary to understand their desires, pains, and consumption habits," he/she states.
Another key point is the positioning. Brands that know how to communicate their value proposition with clarity and authenticity tend to build stronger bonds with consumers. A well-crafted branding, combined with a consistent digital presence, is one of the main tools to stand out.
Furthermore, investing in constant innovation, whether in the product, customer service, or business model, also proves to be an effective strategy. Below, Lassance lists some practical tips to stand out from the competition:
- Invest in the customer experience: service, after-sales, and support are powerful differentiators;
- Create a strong purpose and communicate it authentically;
- Use technology to your advantage: automation, personalization, and data analysis are accessible and effective tools.
- Bet on market niches: often, focusing on a specific segment can be more advantageous than trying to please everyone.
Entrepreneurship is a constant challenge, but also an opportunity to build something unique. In a market saturated with options, those who deliver real value and have their own identity conquer the space that truly matters: the consumer's preference.
