Category Archives: Competitors

What The Heck Do You Do?

Marketing communicationI have borrowed this question from Vincent Tricomi from DFI Displays.

He commented on The Importance of Knowing Your Brand’s Attributes.

When I asked him if all companies that briefed him provided the details of their positioning, Vincent said they didn’t.

As the marketer of your brand, if you don’t know your positioning you are complicating your marketing.

Unfortunately you can’t just sit down with your copywriter or designer and work it out during a briefing as it takes time and thought.

Whether you want more customers or to keep your customers buying, brand positioning is one of the key elements of your marketing strategy.

That said Vincent mentioned one thing he does at trade shows that got me thinking of a simple exercise which could help.

Too often when some businesses try and work out a brand’s positioning they do it by themselves and in isolation.

This is the difficult path to follow.

Comparisons

Sometimes looking at what you are promising to deliver versus your competitors can simplify the whole process. It has been done in research for decades as part of the process and takes some of the subjectivity out of it.

It is no good developing your positioning in isolation and find out afterwards your competitors are saying and showing the same thing as you.

This only confuses customers and doesn’t do justice for all your hard work.

Get help

To make this easier get someone who will give you an honest assessment as it can be easier than doing it on your own. Ideally it should be someone from your target market or who has experience in this area.

Show them your communication and a couple of your competitors and simply ask what is the promise and point of difference.

Getting your positioning right is not always an easy task especially if your market is competitive. However it is necessary if you want a thriving and profitable business.

One thing to note is don’t take it to heart if they don’t say what you want.  Instead see it as an opportunity to review and refine as your positioning is not static. Above all having a positioning that is different from competitors simplifies the buying decisions for your customers.

Did you or have you got feedback or help when you developed your brand’s positioning?

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