Your competitive advantage is what sets you apart from your competitors. It’s that USP that makes your company the more attractive option. Often misunderstood as emulating the industry’s best practices, competitive advantage is a concept most security firms in Dubai fail to harness. Most security firms in the UAE would state that it’s their professional officers or regimented training that sets them apart, whereas those are the factors that are common across their industry peers.

To focus on your unique strength as a Security firm, you need to identify the most exceptional skill or asset of your business. Here are a few ways in which you can locate your security firm’s competitive advantage.


Organizations today are always drawn to companies that can offer them top quality services in a cost-effective manner. It can be achieved by streamlining your activities in a systematic process to gain benefits from economies of scale and efficient internal cost control systems. These will contribute to making your organization function as a lean machine providing your clients with better value for money. It does not necessarily mean being the security firm that charges the lowest fee, but rather it is about giving your customers more value.

Your USP

You could offer something way better than what other security firms provide. You could add a unique element to your service offering in the geographical area that you cater to or implement the latest technology in security services to give you the technological advantage. They can be used effectively in your marketing strategy to carve out a niche in the industry by increasing your brand recall.

Niche Marketing

One of the most effective market strategies has been to identify a niche in the market that matches your firm’s core strength. When you serve only one segment of the market, it enables you to concentrate on developing your security firm’s capabilities to become a specialist in that one specific field. This approach practically minimalizes any possibility for competitors to enter into your domain and cements your company’s brand as the industry leader in that domain.

In Conclusion

Once you have decided on the above three points, you can start crafting your marketing strategy. Companies who are looking for your services should be able to find you easily. You can come up with a catchy and memorable taglines. Ensure that your competitive advantage is drilled down to the staff level to guarantee that they uphold it at all times. However, it’s of utmost importance to continually reassess your security firm’s competitive advantage in the dynamic industry landscape.