You can establish a unique identity for your business based on the product and service you offer, as well as, intangible factors such as customer values. This unique identity will help you stand out from the crowd and it can be valued highly amongst customers.
Creating your business identity on intangible factors is likely to be more sustainable for business growth as these cannot be replicated.
When it comes to differentiation, there is a cost attached so make sure the customer benefits are outweighing the additional costs to make this sustainable.
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