How to Differentiate Your Brand from Competitors

It’s been a month since we’ve been working with our first 5 customers at The experience has been a blast!

So what’s next for Anders? While our current goal is to gain traction, I have been looking for ways to position the brand such that the world can differentiate us from our competitors.

It’s tough trying to refrain from what successful competitors are doing because they’ve created the success I’ve always wanted for Anders.

I understand that even being in a competitive space, our customers are most important to us, so what I’ve been doing is constantly putting myself in the perspective of our customer’s shoes to see how we can help them.

I started with a few questions:

1. Why They Come to Us?

The first question I asked my first customer was, “Why us?” They didn’t have a direct answer. The reason they came to us is because they couldn’t work with the other. More of a push factor that led them to search for somebody else.

Our first customer was also on a budget constraint. They are not looking for award-winning designs, but something to simply connect with their target audience.

2. What was their experience before us?

The next question I asked was, “What was frustrating you with the earlier designer?” They elaborated that they found it difficult to communicate effectively, and ideas were not in sync.

Worst of all, they had to make changes on their own even after paying the previous designer. With this information, I gathered that it’s nothing to do with talent and nothing to do with how good the design is.

What’s most important is that we as designers take ownership of creating a seamless process and be transparent about it. This means our clients have to know what to expect from day one.

3. What serves them?

As of now with the five good customers onboard, they are not waiting for extras from us. But we tested with over-delivering our services.

By over-delivering, it does not need to be over-the-top services or there’s no need to go out of the way to do anything expensive. We merely responded to every email they sent. Instead of getting straight to work after reading their email, we reply each email right away to clarify and confirm what they want to convey to us.

It may not be a request they are making. They are probably just sending us a few text changes, it doesn’t matter. This helps with our customers’ happiness metrics as well as our productivity.

Clarifying helps to make sure that is what they really want before we get on with it.

Before we implemented this process, we had situations where customers came back with a second email half an hour later to change their minds. By then thanks to our efficiency, we’ve already worked on it.

Redoing the whole thing messes with our schedule. This is not the client’s fault. It’s our prerogative to set up a process with customers in mind.


Within this one month, we’ve grown so much and got closer to setting ourselves apart from our competitors by first analysing what works right according to our customers.

We eventually came up with our mantra of Designing Happiness as an extension of this analysis. Moving ahead in the month of July, we are ready to explore further on involving all customers as members to be part of a movement with Anders.

Next action item is to create a “face” to represent Anders and build a consistent theme design in our campaigns, resources and collaterals.