Brand Positioning is More Than a Marketing Exercise

Brand positioning is so much more than a marketing exercise.

It also underpins:

• Sales teams can show they understand what prospects want. They can do presentations and share collateral that reflects a prospect's challenges, problems, and goals.

• Product development can create new features that address customers' goals and help them do their jobs better, faster and more successfully.

• Customer success can guide customers more effectively and use language that aligns with customers want to do.

• Customer service teams can be more empathetic and better understand customer's needs and challenges.

• HR; positioning makes it easier to attract the best talent by being clear on what a company does and why it matters.

• Capital raising is more effective when investors quickly understand why your company and product matter.

If your story is clear and differentiationed, everything you do will be guided by it. It is for this reason that positioning is so important.

Sadly, many CEOs and entrepreneurs stumble badly when they view see positioning as a nice-to-have rather than a need-to-have.

In ultra-competition markets, clear positioning is table stakes. There are too many choices to risk blending into the crowd.

Two quick positioning tests.

Take a look at your homepage messaging:

• Is it easy tell what your company does and the benefits? Does it answer the "what's in it for me (the prospect) question?

• Compare your homepage messaging to three or four competitors. Is your positioning different or the same?

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If your brand positioning isn't working (e.g. high bounce rates, prospects ask obvious questions), we should talk. Book a 30-minute discovery call.