Perhaps the biggest challenge facing leaders of growing businesses isn’t revenues or restructuring — but rather re-positioning. Now more than ever, it’s vital for organizations to clearly define and differentiate themselves — to customers, influencers, and even employees.
This is especially true in saturated markets, where similar products and services, multiple players, and undifferentiated messages all contribute to sameness and confusion. From coffee shops to health care to consulting services — and from the cheapest widgets to the most exclusive luxury goods — no category or industry is immune.
Even successful companies must separate themselves from the pack, or risk being viewed as commodities. Here, then, are five simple steps to creating a clear, differentiated market position.
Who are you? What do you do? Why does it matter? Marketers ask these questions because they know your customers desire the answers. Can you simply, clearly state the value your organization offers its audiences? If not, then you risk letting consumers lump you in with all of the others.
Who are you? What do you do? Why does it matter? Marketers ask these questions because they know your customers desire the answers. Can you simply, clearly state the value your organization offers its audiences? If not, then you risk letting consumers lump you in with others.
Only a handful of companies—typically one per industry—can successfully compete on price. Unless you run one of those companies, your primary objective is to avoid the race to the bottom. Instead, clarify your value—the thing that makes your loyal audience line up around the block. Value drives customers to buy more—and even to pay more. Not sure what they value? Ask them.
When you know your audience and understand what matters to them, you must then show up in the marketplace with a unique identity. Think about stepping into a presentation. The way you dress is a visual representation of who you are. Are you conservative or progressive? Fun or serious? Your logo, typefaces, color choices, and even photography give audiences subtle (or not so subtle) cues about what to expect. In the same way, the content and delivery of your message are part of your organization’s identity. After all, the way you package and present your message is as important as the message itself. Clarify your communication, and then serve it up in a way that helps customers and other stakeholders understand and relate.
If your company embraces its uniqueness, focuses on its biggest fans, and consistently walks the walk, then it won’t matter what the competition says or does. In fact, the narrower you define your market position and the clearer you state your value, the more likely it is your business will create a “category-of-one.”
The world is too crowded for yet another commodity player, and consumers are either too distracted or too selective to settle for the same old pitch. You don’t have to be first to market — you just have to be different. Solve a problem that hasn’t been solved. Find a new way to show up. Don’t look for a niche — make one. And then, put a stake in the ground.
If you want your organization to step up, show up, and stand out, then you’ll need more than conventional marketing, advertising, or design. You need some good thinking. And that’s where we come in. We’d love to help clarify your vision — so that people can see what makes you truly special.