Visit virtually any equipment leasing broker's Web site and you are sure to find the "why lease" or "lease vs. loan" page. This is powerful information you certainly want to include on your site, but you need to take it a step further. These common Web pages are a great example of the importance of differentiating your product and brand.

Equipment vendors present a perfect metaphor for this lesson. Why does a customer choose one Freightliner dealer over another? They all have access to the same (new) equipment. They all have the same captive financing and the same national brand presence. If you asked a few of your vendors, they would perhaps tell you that people choose them because of their service, price, reputation, location or relationships. But they won't tell you that they sell a better new truck than the next guy.

The leasing products you offer are similar. It is up to you to differentiate your product from the next company's product, which brings us back to the classic "why lease?" Web page. Most brokers' Web sites show the benefits of choosing a lease, not their lease. In other words, if you are going to say that leases typically require less money up-front, you should be saying that your leases require less up-front. Your goal is not to sell the customer a lease, but to sell them your lease. Be sure to stamp your brand on all the benefits.

The "why lease" page is just one of many opportunities to differentiate. For instance, you probably advertise that you can give credit decisions in the same day with only an application up to $250k. A quick troll through Google search results shows that this is a fairly common message to include, so you need to make it uniquely yours. Maybe you should name your program, like the FastApp or the InstaCredit program. Also consider adding something special in order to make a program uniquely yours, like a free analysis of applicants' credit reports.

Finally, don't be afraid to make a big deal about what you might think is a small detail. For instance, because you are a SunBridge Capital broker, you can offer credit approvals regardless of an applicant's current bank balance. Build  promotions around that. Or, again because you work with SunBridge Capital, you can take applications by phone (and type them into our online application). Build an "application hotline" for your vendors.

In what ways do you compete with other companies offering similar or the same products? Whether you decide to take a general benefit and make it your own, brand your programs, or add something special to an otherwise common product, it is important to find ways to differentiate. Just like the competing Freightliner, you too can gain a competitive edge by pitching to customers and vendors the products that are uniquely yours.