Alright, let’s cut to the chase…
Branding is NOT just about having a cool logo or a crafty tag line. It starts with something much more fundamental:
POSITIONING.
Positioning? What’s that, you ask? Well, let’s play a game. Imagine this:
You walk into a networking event and someone asks you, “So, what do you do?”
- (No positioning) – “I run a recruiting agency.”
- (Positioning) - “I help my customers find top talent they didn’t even know they needed and faster than they ever thought possible.”
Here’s the deal. If you don’t define your brand (position it), your audience will do it for you, and they’ll usually get it wrong. Why leave this up to chance?
Look at some of the brands you know. Apple? They’re not just a tech company. No, they’re a company for people who want beautifully designed and packaged products. Nike? Not just a shoe company. No, they’re a company for people who compete hard and push their limits. These two brands didn’t just get ‘lucky.’ They were intentional.
Time to get intentional.
First, who are you talking to? I’m serious. Who?
“Everyone.” Wrong. Try again.
“Business owners?” Still wrong. Narrow it down.
Busy HR professionals who need specialized talent but don’t have time to waste.”
Love it! The more specific (and unique) you are in defining your audience, the easier it will be to connect with them.
Next, what problem do you solve?
We’re not providing products or services. Ultimately, we’re providing solutions.
Back to Nike. They don’t just sell sneakers. They sell motivation. Starbucks doesn’t sell coffee. They sell a morning routine.
So, about your brand – what’s the real problem you’re solving?
Finally, how do you want to be known?
Someone hears your company’s name. What’s the first thing that comes to their mind?
Quality? Speed? Innovation? Exclusivity?
Whatever it is that you want them to think (and feel), name it and claim it. Make it yours. That’s how your brand becomes unforgettable.
So there you have it. A quick study on brand positioning. It’s true that when your positioning is solid and relatable, everything else becomes simpler.
- Marketing? More effective.
- Sales? Smoother.
- Customer loyalty? Stronger.
Why? Because people don’t just see another brand. No, they see YOUR brand. They see it and remember it.
What’s next? Next week I’ll tackle that elusive thing called differentiation. Even if you have great brand positioning, you must stand out. There’s lots of ‘noise’ in the marketplace and your brand can easily get lost or overlooked. And let’s face it – blending in is the same as being invisible.