Do you find yourself wondering, ” What else can I do to get more business?” You know all to well how frustrating it is to pump good money into marketing programs only to realize lack luster results. Chances are good that your marketing mix is sound but your message isn’t resonating with your targeted audience. What you need is what is called a positioning strategy. Your positioning strategy refers in part to what differentiates your company from the competitors. Not only what differentiates you, but how you are going to exploit that difference to make you more money.
You have to look deep into the soul of your company to find your uniqueness. You should develop positioning strategies based on differentiation. I would guess that most companies you come into contact with in an average business day, absolutely believe that their slogan will capture the imagination of their target audience and deliver them business. If that slogan makes sense under the logo of their competitor then they are fooling themselves.
Without a unique position you cannot hope to compel your audience into action. What are they going to base your difference on? This is truly what branding is all about. Put yourself in your target audiences shoes and ask yourself – “why should I believe this company has what I need to achieve my goals?” If your competition can lay claim to your current position then all you have left is price. It won’t be long before the competition beats your price too.
If you genuinely want to make your brand as powerful as it can be, you must shout out your difference. You’ve discovered already that you build a successful business and maintain that success. But my guess is that you want more. You want to get your business to that next level – that’s where branding comes in. Look at the successful companies you admire that have made the jump to their next levels, you can bet your boots that they take their brand seriously.
Many times in developing the positioning strategy, not only are we distinguishing the company but also brought new revenue streams to light. There are many unseen benefits to properly addressing your brand. Unique brand positioning based on a differentiation strategy coupled with professional marketing makes powerful allies.
Isn’t it time you brought the kind of confidence a great positioning strategy delivers and set the bar higher in your industry?
For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level.
I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year.
I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca
Blog: TheBrandCorral.com Twitter: BrandCorral
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Hi Ed, absolutely agree on differentiating from the competition. In fact I think that many companies take this very seriously, sometimes to their detriment.
I think that in some marketing sectors there is so little to differentiate and so much competition that there is likely to be a situation where there is little to compel a unique brand that competitors aren’t going to imitate. In some circumstances the clear striving for unique branding can alienate from the real goals of the business ie. to develop good customer service, product and satisfaction.
In cases where a company finds it difficult to differentiate, I would suggest developing a “differentiator” that may even provide them with a new revenue stream. In doing this they may even re-define their category. Typically I find that a company’s potential to differentiate is buried in their current activities that involve service, product and satisfaction.
As far as imitation goes – eventually anything can be copied. It is important to be first to market and to present a differentiator that will force the competition to play follow the leader – YOU. Would you not agree that in industries that appear to have little to differentiate, all the players are telling essentially the same story? You could take all their logos and shuffle them up and distribute them randomly among all the marketing materials and it really wouldn’t matter. For me this situation, helps to make the job of differentiation a little easier.
Simon Smith
December 6, 2007
You’ve hit the nail right on the head! The most important thing is to create a unique business idea. It’s sad to think that it might be unique just to offer good customer service! Brausch helped me out a lot in the past with my business.
Yes it is sad that good customer service is a differentiator, but let’s go one better and offer exceptional customer service – making it absolutely compelling!
A good way to increase your profit in the future is using a partner relationships marketing, that brings a lot of advantages as for partners and for the company itself
Great idea Andrey – Leverage their influence to your mutual benefits.
hikdis57 (Over Googled)
December 8, 2007
I certainly agree with you on having to be unique in branding your business. I certainly could be the difference in surviving the Internet and/or the real world of business!
However, a neat little lesson I learned while using the SEO software by James Brausch was that I can also optimize my site, blog, and product by optimizing my branding to stay in sync with my business goals.
Anyway, I certainly enjoyed your perspective. I’ll be sending this link to my own readership.
We call those vertical markets in the firm that I work for, we like to think of Branding as empathy: seeing your product and company from another person’s point of view
Vertical markets are correct, but call them new Revenue Streams and watch their eyes light up.
Nice perspective with empathy – I’ll use that one, thanks.
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