Our job is to tell you and your customers why you are the best. Surprisingly, few can clearly and correctly formulate this on their own. It is also so that the answer matches the request of the target audience, is unique, affordable, understandable, beautiful and read in the marketing materials of the company. In addition to clients, there are many other audiences that would be useful to know “why exactly you”:
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-Loyal employees;
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Candidates for vacancies;
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-Strategic partners;
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-Investors and banks;
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-Families and friends;
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-Subscribers on social networks;
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-Random site visitors;
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-Direct competitors;
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-Media and many many others …
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By formulating and shaping your positioning you not only gain essence, but also qualitatively understand why it is necessary to choose you specifically.
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For 6 years, we developed positioning for 35 companies with which I worked. This made it possible to correctly enter and gain a foothold in the market, get the desired audience, competently scale, achieve strategic and planned results.
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A brand is 1) additional value, 2) justification of value, 3) a growing asset, 4) correct associations.
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Value. What the brand carries for you besides money. That is why you chose this direction. Features of your product and ideas for its distribution. The ultimate goal of all your work is in the eyes of the client. Incorrect perception of “I want not to earn you.” Correct presentation “I came up with a solution to your problem and you will not believe how profitable it will cost you.”
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Cost. Contact with the consumer in his language helps him understand that the product is worth the money. Explains why the price is exactly how it can change. It characterizes the supply of materials for a particular target group from the position of its expectations.
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Assets. The cost of the brand itself, and not what it sells, depending on the idea, its implementation, means, know-how and development, the prospects of work and business development within 5-10-20-50 years.
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Associations. This is the highlighting of your product and service in the minds of consumers with the help of emotional perception tools. Work at the level of feelings: color, size, texture, material, taste, smell, sound. That which will be reflected in the client’s head and will sit there for a long time.
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Invest in building a brand, not a buy / sell business. This gives a sense of stability for years, an understanding of the directions for development and scaling, intellectual capital and vast experience.
