Brand Postioning Helps You Sell and Prosper
50Brand Positioning is a business imperative today, and most certainly, for tomorrow. Most marketplaces have too many competitors vying for the same customers. This creates a highly contentious, hard-to-stand-out environment in which price usually becomes the key sales determinant. Fortunately, there is a way out of this caldron.
As a business owner or executive, you must consider how your key competition is brand positioning itself. For instance, two vendors in your industry might be using brand messaging around their very low prices. If this is the case, then you would want to carefully consider how you might stand out from them in a different manner. If you too used the same brand positioning, you would look just like them. That wouldn't help differentiate you in a competitive bid.
The best approach to take in order to identify and then exploit your key market differentiation is to compare your company to your key competitors according to a number of variables, including:
Customer need
Elevator pitch
Key messages
Supporting proof points
Then, once you finish your analysis, you will see certain differentiating points bubbling to the surface. These are the brand messaging characteristics you will want to build your brand positioning around.
By Kevin B. Levi
