Are you in the midst of preparing a brand strategy to position your company for growth and success?
Then you know that the first step is to educate your customers? — NOT!
The first step is to pick a positioning? — NOT!
I disagree with this video. Don’t you? (It’s only 1 minute long.)
Okay, maybe I agree with the last 11 words in this video, but other than that I think that positioning has nothing to do with this. You?
So if it’s not picking a position or educating customers, what’s the first step in positioning your business for success?
Brand Positioning Starts with Research
I think that positioning, a brand, a company or a product, must begin with research. Other marketing experts agree:
- Adcracker: How to Position a Company Brand or Service (I love the Avis story):
There are two realities to consider: One is where you or the client wants to position the product. And the other is how the buying public actually positions the product in their minds.
If you’ve been in business for a while, that business has been “pigeon-holed” by the folks who know something about your company…. They judge you, rank you, classify you, accept or dismiss you on the basis of their perceptions.
- Victoria K. Munro has started and run 9 different businesses. She writes: Position Your Business to Outshine the Competition. She also talks about understanding the customer:
Appropriately positioning your business enables you to communicate a meaningful, relevant message to clients and prospects and establishes you as an “expert” in your field. First, you must know and understand your market as well as the competition, their strengths and their focus. Then you can determine the most profitable place to position your business in relation to others in that market.
- Joanna Ciolek of Denver DesignR thinks there are 3 Reasons To Ask For Client Feedback. The point that I agree with the most:
Client feedback can be a great tool you should utilize to learn how to best position your business to improve your bottom line.
How are you planning to position your business now that the economic recovery is starting? Are you working on researching your current customers & employees? What about the potential customers?