Why Every Company Needs to Know Its Core Competencies


Each resume has a skills section. It is an opportunity to highlight your main professional attributes to attract employers. Basic competencies have the same purpose for brands and their customers.

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We delve into what exactly a core competency is, why you need it, and how to find it in your brand.

You may be wondering: “Isn’t this a value proposition? “Not exactly. Although both are used to differentiate you from your competitors, competencies are what you use to support your value proposition.

For example, at Uber, its value proposition is “Always On, Always Available.” What is your core competency? An easy-to-use application and reliable access to its services at any time of the day.

Establishing your core competencies from the beginning is incredibly valuable as it can inform your marketing strategy to move forward. You can use them in your messages to attract your target audience and stand out from your competitors.

If you are a pioneer with a fresh product in a poorly served market, finding your core competency will be easy to explain.

However, if you are in a saturated market and find it difficult to distinguish your brand, working on your core competencies will be key to your success.

The sooner you find out what they are, the faster you will be able to implement them in your marketing and sales strategies.

From an individual point of view, everyone has basic skills that they use in their professional life. When you want to get a new job, list these skills as skills in your resume, embed them in your LinkedIn biography, and mention them during interviews.

If you do not know what makes you a valuable asset, it will be difficult to convince an organization to do so. With that in mind, skills are valuable from both a personal and a broader perspective.

Examples of basic skills

Oatly Smart Marketing

There are hundreds of vegan milk options. What makes Oatly stand out is its marketing.

example of basic oatly competence

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The brand specializes in self-referral marketing campaigns that make your target audience laugh. Your ads rarely focus on the products, and instead they make fun of the ads themselves.

Instead, one of Oatly’s competitors, Planet Oat, launched a #WeSolvedMilk campaign in 2021 and ran this ad.

Unlike Oatly, they focused on the characteristics of the product, specifically the superior creaminess of their oat milk, and then focused the commercial around it.

In a world where most ads have a product-focused approach, companies like Oatly stand out.

Incredible value of Canva

For many years, those of us who wanted to create branded assets had to rely on products like Adobe InDesign and Sketch.

Not only did they have a cost but they were also notoriously complex, as they were made with advanced professionals in mind. Then came Canva, a graphic design platform with thousands of free templates made for the everyday user.

Offering high quality designs at little or no cost became one of their core competencies, the result of their mission to make graphic design accessible to everyone.

An innovative Google approach for the user

Google may have started as a search engine, but it has become a one-stop shop to meet all your digital needs, both for individuals and businesses. From cloud storage and password management to email and advertising, that’s just part of what Google has to offer.

Google’s value proposition is innovation, as evidenced by its wealth of services. Some of her core competencies include inventive products and a dedication to a user-centric approach.

How can a core competency be determined?

1. Start with what you already know.

The first thing to look for when setting your core competencies is your value proposition. As we mentioned before, this is the general idea from which your skills will emerge.

It is also worth reviewing your mission statement. What does your company care about? What are your core values? From here, you can ask yourself: “How does this translate into what we offer our customers?

2. Look at your competition.

When it’s hard for you to find out something within your brand, it’s always helpful to look through the aisle and see what your competitors are doing.

They are a great source of information and inspiration. In this case, the question you want to ask is “What do we need to offer them?

It can be anything from a personalized customer experience to unique product features. Once you’ve made a list of the differentiators, you’ll have a clearer idea of ​​what

3. Reach your customers.

Who better to learn than your customers?

If you’re not sure what sets you apart from your competitors, ask your customers. You can create a survey and ask questions that get to the bottom of why they chose you.

Questions like “What comes to mind when you think of our brand?“i”What do you like about our brand?“will help you get the answers you are looking for.

Core competencies are brand differentiators that will help you create a marketing strategy that fits your target audience and sets you apart from the rest.

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