Branding and Positioning

What is Branding and Positioning all about?

"I'll take the blue one!"

Marketers the world over, with much greater resources than you or I, have worked relentlessly, and have spent millions and millions of dollars, so that their products and services can be seen and heard in an overcrowded marketplace.

So how are you, with limited resources, supposed to compete with companies that have much greater resources and greater budget?

The secret is Branding and Positioning: “It’s not what you do to your product, or how you market it, it’s how you position your product in your customer’s mind.”

The secret to successful Branding and Positioning has nothing to do with changing someone’s mind

It is difficult, if not impossible, to change your customer’s mind. We’re all programmed to think the way we think. So to position your product or service favorably in your customer’s mind, you must first understand how your customer thinks, and then use associations to position the product the way you intend, based on their experience, not yours.

As children we learned that every fingerprint , snowflake and leaf is unique. We learned that each of us in an individual-special and unique in our own way. So why are there so many “me-too” companies that look exactly alike?

Successful Branding and Positioning

To position your company successfully, you need to be specific about what you do and “nail your identity” with a unique selling proposition that underscores your unique strengths and the value you offer your clients that no-one else can deliver.

More importantly, your Branding and Positioning must be readily understandable, and at the same time create a new category for your product or service, either in your company name, or in your positioning statement that your prospect identifies with, using simple easy-to-understand words that everyone readily knows, and with which they are already familiar.

A little heavy lifting up front makes the whole selling process easier

Doing the up-front Branding and Positioning work makes selling easier. How many companies would you rather compete with for your customer’s business? 100 companies? 10 companies? 1 other company? How good could life be for you if you didn’t need to compete with any other companies at all?

When you have a really great unique selling proposition, and you’ve identified your niche market, it makes the job a lot easier.

If you need help with Branding and Positioning, and developing your Unique Selling Proposition, please contact me today.