Can you imagine walking into a new store for the first time and looking around only to realize that you have absolutely no idea what it is they sell? Well, this happens all the time in the digital world. Think about the last time you went to a website and even after reading some of its content you still had no idea what the company does, who they target, or why you are even there. We see it all the time and the effect on the bottom line can be devastating. If visitors can’t figure out what you are offering within a few seconds, then it may be a good time to look at your brand positioning.
Brand Positioning: The Ugly
Before we get into what good positioning looks like, let’s take a quick look at what bad positioning looks like. It can come in many forms, but often it stems from a company trying to be a little too clever.
Some examples:
“Experience Digital with Us.” – Digital what? Do they make websites, cryptocurrency, or virtual reality simulators? Clever, maybe, but you just sent your prospects looking for a better (simpler) fit.
“Solving Tough Problems with Innovation.” – Whose tough problems are they solving? Manufacturers, logistics, waste management?
“We Bring Ambitious Ideas to Life.” So many questions, and so little information.
I challenge anyone to tell me what any of these mean when taken at face value. Now within the context of your website, maybe they make more sense. However, no one wants to play detective and figure out what it is you are offering. You need to be clear right up front and that comes with getting clarity on what your brand positioning is.
How to Develop Good Positioning
To develop good positioning, you need a Super Simple Positioning Statement (SSPS) for your business. Think of this as a sentence, or two, that anyone could read and without any further explanation understand exactly what problems you solve and who you solve them for. KISS – keep it simple, stupid – (and no I am not calling YOU stupid) this is a good, if not harsh, reminder that we often overthink things. It is much easier if we just break it down into the lowest common denominator.
It is important to point out that your SSPS is not the headline on your website. Think of it as more of your baseline in-house reminder of how you communicate your offering to others. What differentiates you? How does that benefit your customers? What value do you add or even what kind of ROI could one expect from working with you?
The goal of an SSPS is to align marketing efforts with a company’s brand and value proposition, and if you are looking to attract better prospects, close deals, and increase your revenue then you need to come up with a good one.
What Are Some Examples of Good Brand Positioning?
A good positioning statement will explain who you are, who you help, and how exactly you provide that help.
Here are some examples of good brand positioning statements:
We are an RF component manufacturer that helps microwave system designers solve the problem of standing waves.
A cybersecurity training platform that helps SMB to enterprise companies train their employees using behavioral psychology to provide a customized solution for each individual.
We are an industrial cooling tower manufacturer that helps industrial operations efficiently cool their processes while also decreasing the costs associated with maintenance, energy, and downtime.
You see the pattern: We work in this field. We help these types of companies solve these types of problems.
Add in Your Differentiator
Now you may want to add a second line about what sets you apart from others who offer the same thing.
Some examples:
We are an RF component manufacturer that helps microwave system designers solve the problem of standing waves. Unlike our competitors, our components can operate optimally well into the millimeter wave and THz regime where more bandwidth and faster data is possible.
We are a cybersecurity training platform that helps SMB to enterprise companies train their employees using behavioral psychology. Unlike our competitors, we provide a customized solution for each individual because people react to cyber threats differently.
We are an industrial cooling tower manufacturer that helps industrial operations efficiently cool their processes while also decreasing the costs associated with maintenance, energy, and downtime. Unlike our competition, our equipment is made out of engineered plastic and therefore is impervious to the rust and corrosion that plagues metal towers.
This is not a simple exercise, and if you are able to come up with one in a few seconds then it probably needs some refining. Take the time to make your positioning statement GREAT, because it is the foundation for everything else you do.
Without a super simple positioning statement, you are going to be wasting your time on everything from your website copy to your B2B publicity, social media, webinars, etc.
Final tip:
Customer service should not be a part of your positioning statement. Your mission may be to provide the best customer service within your industry, but this is not who you are, who you help, or how you help them. Customer service may be a big piece of how you go about helping people, but it can’t be the problem you are solving.
Positioning your brand for success can be a daunting task. Let us guide you through the process with our expert advice and support. Contact us today.