How clear is your online messaging?
Let me guess… you’re pumping out great content, have a site design you’re proud of, and you’re putting in the work each day.
But things are not quite panning out as expected.
You have the blogging/branding/marketing disease of the many headed hydra.
(Many businesses do.)
So, why are you not gaining traction? Why has your marketing stalled?
Well, it might just be how you’re positioning your business.
A lack of clarity and focus usually results in that wheel spinning exercise (the one with the furry rodent).
But a finely-tuned positioning statement becomes your nitty-gritty tool for clarity in messaging.
Why you really do need a positioning statement.
Before I go any further, I wanted to let you know I’ve created a worksheet so you can easily follow along with this post:
For the worksheet, go to http://mcbreenmarketing.com/worksheets and click on “brand positioning worksheet”
You’ve heard that many businesses fail within the first year.
That many abandon their blog within the first three months.
They start with lofty goals, but meander.
Well, many don’t start at the ground level. They focus on form first, function second.
Jumping in without an end in mind.
Many of the businesses I work with want to focus on design first, but it’s best to take a step back and work on positioning as step one.
It’s the center of clear marketing communications, design, and copy.
It becomes the foundation of your brand and the “filter” which everything else runs through.
And… it’s always my first step to building a brand for any company or organization.
When it comes to branding your business, are you feeling a little stuck?
Worried that you’re wasting time on all the wrong things?
Feel like the many headed beast mentioned above?
Well, answering some basic questions is the easiest way to get started building your brand.
So, let’s get to it. What is the basic outline of a positioning statement?
1. Define your target market.
2. What are the specific needs of that market?
3. How does your product or service satisfy that need?
4. What makes your business stand out from the competition? (Look at this from a potential customer’s perspective.)
5. Clearly define the unique benefit(s) your product or service offers.
Whittle this down as much as possible. Don’t complicate your positioning with a multitude of benefits or by focusing on a market that’s too varied.
Clarity is key. Be brief and craft a 2-4 sentence statement based on the above.
One paragraph. No more!
Why is this positioning exercise so important?
A. It clarifies your purpose.
B. It helps your brand stand out (in a unique way).
C. And it makes your life easier, because it filters a continual delivery of marketing materials that is spot on.
The bedrock of cohesiveness, clarity, and brand stickiness. Driving every touchpoint: Logo, tagline, copy, even PR.
What will a quality positioning statement help you do?
Attract the right customers.
So, let me ask you this …
Are you reaching your ideal customer?
If not, read the above and get busy writing the first paragraph of your company positioning statement.
Today we are starting with the basics (this is only step one), BUT… if you are interested in learning more about my branding and design process, sign up to our email list at the bottom of this post, or contact me here.
In the comments below, let me know exactly what you are struggling with regarding branding and design.
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