POSITIONING: How are you different from competitors?
Your customers may know they need whatever service of widget you’re selling, but that doesn’t tell them why they should buy says service or widget from you. This reason is often what makes you different from your competitors, and we call this reason your positioning (for how you are positioned against them). For example, you could be fastest, the strongest or the lightest widget on the market. Maybe you have a specialty or you were the first in a market. Volvo and BMW are both higher-end cars, but BMW is all about performance whereas Volvo has positioned itself as making the safest cars in the world.
Now start branding!
While you can certainly dig deeper, these questions can help you and your company start thinking in the right direction. It’s only after you start having these discussions that the visible parts of the brand start to really matter. You may find that your name or logo doesn’t really fit your positioning or your personality, or you may be better able to guide the logo designer to creating something that truly reflect your purpose and your promise. After all, anyone can come up with a clever name or buy a stock logo online. The trick is having a unique brand that works for you and gives people a reason to do business with you.
Jennie Wong is an executive coach, author of the e-book “Ask the Mompreneur” and the creator of the product quiz website www.ABorC.com.
©2014 The Charlotte Observer
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