Has
your competition ever accurately described what you do to a potential customer?
My guess is not so much. Most promotional activity among small businesses in my
experience does little to define a brand but does plenty selling clever
slogans, flashy images, real estate and special offers.
To ignore your brand
position is to deny yourself the corner of your customer's mind that tells them
why you are the go to people for what they are looking for. Without a defining
brand position you are among the gray matter all of your competitors are
fighting for. The quick fix, the sound bite, the mediocre message, the viral
anything that everybody in your category embraces.
A
competitor can only define an opposing brand when that opposing brand denies
themselves the opportunity. Most brand positions when done correctly puts a
brand out on a limb. The differentiation is clear and often intimidating to a
competitor.
Your goal in positioning is to resonate with your audience. First
you must discover why they love you, then deliver a position that compliments
what they love, builds on it and surpasses it. Positioning is not a slogan,
it's a promise to deliver and if you're good at it - over-deliver.
Guest Blog Post
Ed Roach
The Branding Expert
Author of 101 Branding Tips
ed@thebrandingexperts.ca
No comments:
Post a Comment