Positioning is like a roadmap for your business. It drives all of your branding, messaging and marketing.
A clear positioning statement defines:
- Who you are.
- Who you help (your target market).
- HOW you help (the problems you solve or needs you fill for clients).
- Your USP (unique selling proposition).
What makes you different/better than the competition?
Static Messaging Is…Ho Hum…Stale.
Your messaging should not be static. It needs to evolve along with what’s going on in the world – politically, economically, culturally.
If not, your brand will be out-ot-touch and not be seen as authentic. Since authenticity is a key driver of customer acquisition and retention, you can’t afford for that to happen.
In this INC article titled “In the Age of Brand Authenticity, Most Marketers Are Missing the Mark”, author Amy Balliet claims’ ”Only about one in every three marketers consider reworking their brand messaging and positioning when planning their overall marketing strategy.”
If you fall into that category, you’re missing out on growing your business.
So how does authentic and timely positioning work?
According to a Zoom article titled, “Positioning in the age of authenticity”, “Authentic positioning means your words match your actions.”
The days of allowing your business to say one thing but do another are long gone. Customers want to know what you stand for and who you are.
Claiming to run a green company when you’re really not doing all you can to save the environment will eventually backfire.
Ever Heard of Greenwashing?
From misleading packaging claims to pseudo recycling that still harms the environment, companies that greenwash are eventually found out.
Check out this article from zoom.org, 10 Companies and Corporations Called Out For Greenwashing.
It’s not just oil companies that claim to do one thing but in reality do something else. Giant banks and investment firms claiming to be eco-friendly lend money to companies that pollute the environment and contribute to global warming. There’s still culpability. And consumers aren’t letting companies get away with that any more.
It’s All About Trust.
Companies that garner customers’ trust are the ones that will succeed in a turbulent marketplace….which is what we’re seeing at the moment.
Are gas companies screwing us at the pump or are they simply passing on increased prices they’re paying?
Can we trust that organic products we purchase in the grocery store really are?
Are the medications we take as pure as pharma companies claim they are?
We like to do business with companies we trust. Fortunately, in an age of unlimited media (thank you, Google), sussing out misleading claims is fairly easy. Eventually, dishonest companies get found out.
What can YOUR small business do to boost authenticity and accurately position your brand?
Here are three simple to-do’s to earn (and keep) your clients’ trust:
- If you say you’ll do something, do it.
People remember and will hold you accountable.
- Don’t abandon your clients.
There’s nothing worse than disappearing after the project. It says to the customer “We got paid. That’s all we care about.”
- Let clients know you want them to be happy with your work.
Ask for their feedback (good or bad) and use it to improve how you work.
We are forgiving people. If we believe you’re sincere about mistakes you’ve made and changes you’re making in your company, you can recapture our loyalty. And loyal customers are what every small business wants.
According to this article in Forbes titled “The Value Of Investing In Loyal Customers,” Keeping your current customers happy and making repeat purchases is key to growth for almost every business.”
It’s easy enough to do if you make authenticity and customer care part of your corporate culture. It’s certainly far easier that prospecting for new customers.
Read more about creating a remarkable customer experience.