You Can’t Fake Expertise.
There are many things to hang your hat on when it comes to differentiating your brand from the competition: tradition, price, product, service, and of course expertise. If you’re the best at doing what you do, you’re quite entitled to raise your reputation like a flag and build your brand positioning and brand identity around it. The only problem is you need to be absolutely sure you are the expert – if-not, your market is sure to spot any tell-tale signs and the gig will be up. As mothers have lectured their daughters for centuries: ‘once you’ve lost your reputation, recovering it can be nigh-on impossible’.