The Best Brand Positioning Keeps it Simple

One of the biggest brand positioning mistakes is over-thinking it.

Companies use industry terms that they believe will resonate with prospects. But, in the process, their positioning loses its clarity and user-friendliness.

This happens because companies want to appear industry-savvy and empathetic.They shy away from using "simple" and accessible words and phrases.

When a prospect hits a Website, they shouldn't have to work hard to understand what a company does and whether it matters to them.They quickly "get it", which makes them interested in learning more.

When this doesn't happen, prospects bounce. And there's usually no coming back.

Here's an easy way to jump-start your positioning:

Describe your company in four words.

Pinterest, for example, would be "Collect your favorite things." Tinder is "It's how people meet."

Then, describe your company in 10 words. Trader Joe's: "Making shopping fun with great private label products and customer service."

These exercises force you to "boil down the ocean" and focus on words that matter. There's no room for industry venacular, acronyms or fluff.

Truth be told, no one pays much attention to anything.People multi-task and scan.

If something doesn't seem easy, they back off.

Positioning and messaging has to be quick and easy to understand. The less grit, the better.

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As part of my 90-day marketing sprint, I'll refresh your brand positioning and messaging. And I will help you develop and execute a strategic plan.