Alright, so now that we've recapped yesterday's email, let's start talking about...
Brand Differentiation in Dojo Marketing
Brand differentiation is the process of making a product or service stand out among the competition, with the goal of making it more appealing to your target market.
Now, most people think that this is as simple as just saying, "Hey, we're different and here's how!" Unfortunately, it's not really that simple, and that's where most people screw this up.
You see, in order to differentiate your product or service (in essence, your martial art school), you need to actually MAKE your product or service different or better than that of your competitors. That means finding or creating a competitive advantage that you have and that they don't.
For a martial art school owner, this can be harder that it might first appear. One reason is that, unfortunately, most consumers view martial arts instruction as a commodity, meaning that is mutually interchangeable from school to school.
We know that's not true, and that the quality of martial arts instruction varies drastically from dojo to dojo, but the public doesn't know that. So, it's our job to not only create a competitive advantage that's clear to the average consumer, it's also our job to make sure we communicate that in everything we do.
Quality + Customer Service + Integrity = Brand Differentiation
I suggest that you read that formula again, and that you write it down and post it above your desk. That little formula is the key to making your dojo stand out among all your competitors.
Quality is the first ingredient to brand differentiation for martial art schools. You must make sure that you are not teaching crap to your students. That means keeping your own skills up, maintaining high quality standards for rank advancement, and teaching exciting, high-energy classes.
Customer service is just that - it means taking care of your customers. This could mean everything from offering more convenience, to going the extra mile for each person, to simply treating your people right.
Speaking of which, integrity is the final component. While your competitors are crapping where they eat by crapping on their members, you should be taking the high road and treating everyone exactly how you'd want to be treated were you in their shoes.
This Is How Tribes Are Made
These three ingredients combined will ensure that you stand out from other schools. This is your competitive advantage, and the basis of how you will differentiate from your competition.
Add onto that a professional and stunning visual brand identity, and professionalism in everything you and your school does, and you'll have a winning combination that will lead to your school's success.
This is how tribes are made. We'll talk more later about the psychology of why people gather in tribes, but for now simply accept that when people choose their tribes, they choose the best tribe possible.
Tomorrow we'll talk about communicating your competitive advantage. Stay tuned for that message.
Until next time,
Mike Massie
MartialArtsBusinessDaily.com
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Click here...P.S. - I hope you're starting to realize that brand only has to do with visual appeal at a surface level; ultimately, it's the customer's experience that truly builds the reputation of your brand.
