Editors Note: We are excited to welcome Reggie Holmes, Enthuse Creative, LLC as a guest blogger.
What do you do to establish your distinct, favorable, and memorable impression in the minds of your prospects and customers? How you position yourself and your organization is a foundational part of your brand strategy process.
What is your brand position?
What makes you unique and not a commodity? What message do you deliver to describe your targets, your differentiator, and your impact? Answers to these questions clarify what you and your company are all about. Brands that take a proactive approach to develop strong positioning will likely better resonate with their target audience and achieve a distinct competitive advantage.
Why is positioning important?
Positioning is an internal exercise that helps to guide internal business decision-making as well as influence the external brand marketing choices built upon it. The fallout from the COVID-19 pandemic has, in many cases, contracted the marketplace and made it even more competitive. Prospects and customers have fewer options and have to give increased thought to where their dollars go. Strong positioning is no doubt an advantage in today’s business environment.
How does positioning help your business?
- Positioning ensures that you show up for your prospects, clients, and customers. It allows you to focus on crafting and presenting the right message to the right market at the right time.
- Positioning allows you to develop a clarified, consistent experience which is very valuable to both the business and the customer. Studies have shown that a consistently presented and experienced brand is more valuable than one that is inconsistent.
- Positioning helps lift your offering out of the realm of commodity and into that of a specialty good or service – by emphasizing its uniqueness and value. Everybody has a solution. You want to be the one with the right answer for the customer’s problem.
How Do I Create Positioning?
There are several different approaches to creating your positioning. Many frameworks exist in the market and a Google search would quickly reveal hundreds of methodologies and approaches. It always includes some type of internal analysis and competitive landscape research. The most basic approaches involve first developing a positioning strategy, and then a positioning statement.
Regardless of the approach you choose, it’s important to remember that your positioning will evolve with your business over time. As your business goals and growth change, so too will your positioning. Much like other aspects of your brand infrastructure and identity, your brand’s positioning is something that you will need to assess regularly as your business experiences different changes.
Now that you have defined your position, you need to map out your Position Strategy and Statement. Each of these will be described in one of our next blogs.
As you define your position and your message, your CRM becomes your means to get your position out to your public. Segment your records, create tailored emails and measure the response you receive. Track your prospects through your sales funnel and, at all times, keep your messaging consistent.
Consistent messaging sent to your marketing channels is the best way to fortify your position. Add content at each stage of your sales funnel to educate and make your prospect feel comfortable about saying yes and let your CRM send it automatically. Use your CRM to deliver that message and you will close more sales with less Follow Up Fatigue!
- On May 3, 2021