Stop Competing on Price: How a Communications Strategy Can Help You Stand Out
In a study conducted by Environics Research,
82% of Canadians reported they’re more likely to purchase products and services from brands that share their values.
Stop competing on price—it's a race to the bottom. Instead, stand out by building emotional connections with your customers. People don't just choose businesses based solely on cost; they choose the ones they trust.
But how do you create that kind of connection? It starts with an intentional communication strategy—and if you're skipping this step, you could be leaving money on the table. Let's break it down and show you how a strategic communications plan can help your business. But first, let's define a few things.
What Exactly is Communications?
Simply put, communication is how your business interacts with people (audience), both internally (staff) and externally (customers). It's everything from:
Sharing information: Emails, website content, social media posts, presentations, those internal policies no one reads—they all count!
Building relationships: It's not just what you say, but how you say it. Communication shapes how people feel about your business.
Creating meaning: This is where you share your story, your mission, your values—the heart and soul of your business.
And when I say "people," I mean everyone your business comes in contact with, like:
Customers
Suppliers
Clients
Staff
Even board members (for the non-profits out there!)
Without clear communication, these relationships can break down—and that impacts your bottom line.
Why Effective Communication Matters
Let’s take a look at effective communications in action, using a brand like Apricotton as a case study. I'll explain why neglecting communications is costing you, how Apricotton gets it right and how you can apply these strategies to your business.
You're Missing Your Mission
Think back to why you started your business. What did you want to accomplish? It's easy to lose sight of your mission in the day-to-day grind, especially when you're wearing so many hats in your business.
Apricotton’s brand is built around the mission to help teens feel confident during puberty with bras that grow with them.
Why It's Costing You: If your business isn't clearly communicating its mission, you could be losing customers who might otherwise feel connected to your purpose. Without a clear mission, you're just another brand competing for attention.
What We Can Learn from Apricotton: Take Apricotton, a Toronto-based bra company for girls aged 9–17. Their mission is clear: make bra shopping less awkward and empower girls during puberty. Their story connects emotionally, sharing a relatable problem and a heartfelt solution. By staying rooted in their "why," Apricotton aligns every aspect of their business—from their ethically made bras to their personalized customer experience—with their mission to help girls feel confident during puberty. When I bought their bras for my daughter, I wasn't just buying a product—I was buying into their story, their values, and their purpose. Their mission resonated with me as a parent, and that connection made the purchase feel meaningful.
How You Can Apply This: A strong communication strategy helps you keep your mission front and centre—and draws your ideal customers to you. Start by clearly defining your "why" and sharing it consistently across your website, social media, or storefront.
You're Losing Trust & Loyalty
Trust isn't just nice to have; it drives loyalty and repeat business.
Apricotton’s blog ‘Big Sister Advice’ offers relatable content for teen girls navigating puberty.
Why It's Costing You: Have you heard the saying "consistency is key"? It's overused, but it's true because people value consistency. When your actions match your words, people know what to expect—and they trust you.
What We Can Learn from Apricotton: Apricotton earns trust by being consistent in everything they do. Their "Big Sister Advice" blog offers relatable, practical content for teen girls navigating puberty. It's not salesy or self-serving—it's helpful, genuine, and community-focused. This kind of consistent, thoughtful communication doesn't just sell products; it builds relationships. Their blog was one of the key factors that prompted me to buy from them. I immediately shared it with my daughter and felt good about her having a safe space to turn to. If your communication isn't building trust, it's costing you repeat business!
How You Can Apply This: Effective communication helps you maintain consistency by creating thoughtful content to build trust with your audience. Whether it's a blog, email series, or social media posts, show you care about your customers' needs—not just making a sale. By being genuine and sharing your story, you can build emotional connections that turn one-time customers into long-term advocates.
You're Competing on the Wrong Things
Many businesses try to stand out by lowering prices, but that strategy only leads to smaller profits and undervalued work.
Why It's Costing You: Competing on price alone is a race to the bottom. People are more likely to choose brands they feel connected to, not just the cheapest option. If your communication strategy doesn't focus on building that connection, you're leaving money—and meaningful relationships—on the table.
What We Can Learn from Apricotton: Apricotton sets themselves apart by creating emotional connections with their customers. They don't try to be the cheapest option; instead, they emphasize the value of their products and the experience they provide. Their personalized notes, hand-wrapped packages, and thoughtful content make customers feel seen, understood, and appreciated.
How You Can Apply This: Instead of competing on price, focus on what makes your business unique—your story, your values, and how you make customers feel. Emotional connections are what set you apart and make your brand the obvious choice. It's not about being the cheapest; it's about being the most meaningful choice.
Why You Need a Plan
Okay, so now that we've cleared that up, let's talk about how you can communicate effectively. You need a plan—a strategic communications plan. Think of it as your roadmap, guiding every interaction with your audience.
Here's what a typical plan includes:
Analyze the situation: What's working? What needs improvement? Identify your challenges and opportunities.
Clarify your purpose: Define your mission, vision, and values. This is your foundation.
Know your people: Who are you trying to reach? What are their needs and interests?
Set clear goals: What do you want to achieve with your communication? This will help you measure your progress or success. Basically, you want to set S.M.A.R.T. goals.
Create genuine messages: What's your story? What do you want to say, and how do you want people to feel?
Choose the right path: What's the best way to reach your people? Online, in-person, both?
Pick the best tools: Tools are what you use to reach your audience and meet your goals, such as email, social media, presentations, etc.
Set a budget: Set resources or a financial budget to help you carry out this plan. From hiring a person for the position or paying for a subscription to a platform, you need to prioritize financially.
Evaluate your results: Measure your progress, assess what's working, and adjust as needed.
Key Takeaways for Small Businesses
In a nutshell, communication is the way your business reaches the people who matter most. It's not just about getting your message out; it's about creating trust, building relationships, and standing out in a way that feels genuine and meaningful.
Stop competing on price. Instead, tell your story, connect with your audience, and let communication work for you. With a strategic plan in place, you'll stop leaving money on the table and start building a business that truly stands out.
And if this feels overwhelming, you're not alone. Working with a communication specialist will help you create a communications strategy tailored to your business needs.
If you’re curious and want to chat, you can book a free, no-obligation consultation with me.