There is a tendency for smaller contract service companies to emulate what others have already done in the space. If the market leaders are doing it then it must be right, surely?
Errr, actually that’s probably not the case when it comes to your brand.
What the big boys are doing is probably right for them and their goals, but it might not be right for yours, so why simply copy what they are doing? Especially if you’re a challenger brand, you gain a great advantage from being different. The last thing you want is homogeny because, when that’s the case, B2B buyers will tend to opt for the established brands; it feels less risky and, when it is the only differentiator, why wouldn’t a buyer opt for the company they perceive to be a bigger player in the market?
So, don’t follow the herd. Be true to your clients and who you are. Be authentic. Don’t try to be someone you’re not. Become the better choice for those you aim to serve.
Seasonal solution: Understand what your competitors are doing but don’t obsess. Instead, get obsessed with your clients and what they need. Then, stand for that and not for what the market leaders are preaching.