In a competitive environment where products and services often look remarkably similar, what truly differentiates exceptional businesses from their competitors?
This question is at the heart of building a memorable brand. When we asked our readers what topics they'd like us to explore, Ben Lanthier, an Account Manager with Sportswood Printing, offered a suggestion that resonated with us: businesses should focus on "doing the little things right." In his industry, as he puts it, "Printers do basically the same thing. We put ink on paper." The core service doesn't vary dramatically from one commercial printer to another. What does vary is the customer experience surrounding that service.
"When we receive a request for a quote," Ben explains, "we contact the person as soon as we receive it." His preference is to call rather than email, introducing himself personally and asking clarifying questions to ensure accurate quotes. The result? Consistently positive reactions and feedback that competitors often don't respond with the same promptness; sometimes they don’t respond at all.
This approach exemplifies what we've seen across industries: those seemingly small touchpoints — a prompt call back, a personalized follow-up, a thoughtful question — create powerful emotional connections that transcend the actual product or service and clearly differentiate businesses.
Ben's philosophy aligns perfectly with Maya Angelou's timeless wisdom, which he quoted: "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
This truth applies universally. Whether you're providing legal services, designing software or putting ink on paper, the technical aspects of your work may blur together with competitors in clients' minds. But the feeling of being valued, respected and genuinely cared for? That creates an indelible impression.
What are the "little things" in your business that could become your biggest differentiators? Perhaps it's how quickly you respond to inquiries, the clarity of your communication or the extra mile you’re willing to go to understand client needs before presenting solutions.
As Ben reminds us, all businesses, including his own, can continuously improve how they take care of these small but crucial details. In doing so, we create distinctive experiences that differentiate our brands and leave impressions that clients remember long after the work is complete.
