Businesses that know exactly who they are and what they provide have a leg up on the competition. They have a deeper understanding of their value. Smart business owners incorporate this into a positioning statement or brand positioning statement.
If your marketing is looking a little dull or you don’t have a positioning statement, here’s an exercise that might help. Ask yourself these 3 questions:
- What are you known for?
- Why do customers come back?
- What do they say?
Then add a 4th: Are you satisfied with who and where you are?
If the answer is no, keep reading.
Let’s say you’re a (fill in the blank) company. Maybe a service provider. Or a manufacturer. Or perhaps you have a retail location or e-commerce website where you sell products. So that part is clear.
But what you’re really selling is probably far more. Let’s look at some examples.
Suppose you own a restaurant – one that’s upscale, sophisticated, and pricey. Maybe a prix fixe tasting (or degustation) menu. The kind of place you’d go to celebrate an occasion……or WILL once the pandemic has passed.
Alinea comes to mind. In fact on their home page, it doesn’t say “make a reservation”, it says “book your experience”.
Or Everest offering “exquisite wine and cuisine.” I’ve been to neither but from their marketing copy and website, I know these are very special places.
What Alinea and Everest are providing is far more than just food. They’re offering an experience, in this case, a fine dining experience….white linen on the tables, heavy gleaming flatware, subdued lighting, candles, gracious and attentive service. Designed to impress the diners. And hopefully have you recommend them to your friends or share on social media.
In another instance, you might be a service provider. Maybe a health and wellness business. COVID-19 seems to have launched a bevy of them as we struggle to stay fit and sane. Some are doing well. Others are, no doubt, struggling.
Let’s look at Peloton – as in “super success.”
Peloton took a product — a stationary exercise bike, made it state-of-the art and set off on a mission to “bring the community and excitement of boutique fitness into the home”. In eight years, they’ve added “addictive” real-time classes and morphed into a lifestyle, a platform, an app, and a way of life.
Peloton is providing far more than an ability to exercise at home. They’ve created a fitness platform and community that has transformed the way people exercise. Of course, a pandemic helped them become the success they are. But they knew when they launched that they were providing something different. And they made sure their marketing made it clear.
The examples above are not typical success stories. They’re the crème de la crème. The exceptions. So how does this relate to your small business?
Build Your Brand
Simple. If you want to build your brand, really make an impression on potential clients and become more successful, you need to focus on exactly who you are and what you provide.
And to do that, why not learn from the best – the companies that are knocking it out of the park. Yes, you’re probably on a much smaller scale, but so what? Most of us are.
Which takes us back to the beginning of this post and the question: What are you really selling?
Whatever product or service you offer needs to positively impact the potential customer. It needs to add value to someone’s business, bottom line or life.
We think one of our clients does this really well. (Full disclosure: we had something to do with that ;)
Tulip Tree CBD is an e-commerce company with product distribution in some brick and mortar retail shops. Their positioning is clearly stated on their website home page:
Founded by a nurse with decades of clinical experience in critical care, hospice, cardiology, and natural medicine, Tulip Tree is the culmination of a lifelong passion to help people relieve pain and suffering.
The value? The support of a knowledgeable and experienced healthcare provider in helping to relieve pain and suffering. The opportunity to live pain-free. To ease anxiety, stress, PTSD and insomnia.
So while Tulip Tree sells premium quality hemp-based CBD, that’s not what they really do. What they really do is enable people to live better lives.
If you’re not happy with your company’s positioning, go back to the start of this blog and work on the questions we shared. If you come up with a positioning statement you’re happy with, share it with us. We’d love to see what you really do.
Read more about positioning and branding: