How Does Your Brand Positioning Statement Differentiate You From The Competition?
If you were one of 20 people in the same profession, in the same room, and with one ideal client, what makes you the best person for the job?
No matter how simple your product or service is, you will win if you communicate it’s uniqueness properly to potential clients.
Why are you unique?
Consider what makes you stand out from everyone else. Develop a list of the differences between you and your potential competition: what distinguishes you from the others? How can you communicate that distinction to your future customers?
Highlight what the customer needs to know about how your brand can serve them.
How does your brand promote positivity?
What is your purpose? Vision? Mission? Goal?
Why should they buy from you?
Remember that you are not just selling a product or a service; you are also selling yourself and your brand experience. Sell yourself so that whatever product you are selling, they feel like it is an answer to their needs.
The Case Study:
A client came to me for a coaching session. I turned to him and said, “Okay, I am a new potential client – sell me. I am ready to buy.”
The client proceeded to tell me that he is an architect, does design-build, provides HVAC consulting and contracting, creates architectural plans, and handles property management.
To which I replied, ”Okay, but I still don’t get it…. tell me what you do.”
He told me that this had been a recurring problem for the past 5 years.
He knew that he was incredibly talented and capable of many amazing things. Still, he had never been able to identify a way to properly communicate these skills or services that he provides to others.
I continued probing, asking him questions, and getting him to talk about himself – What are his passions? What is his business? What are his skills? Who is his ideal client?
After carefully listening and absorbing everything he told me, I turned to my computer, began typing, and said, “How does this sound: My name is Joe Smith, and I am the President/Founder of Joe Smith Design. We work with building owners who want increased efficiency and safety and to bring their property up to code.” He looked at me and exclaimed, ”That’s it! That’s what I do!“
I asked him if he knew any building owners, to which he replied, ”Oh yes, many!“ His business potential was virtually limitless!
”Okay, good,” I said, ”then your homework assignment is to call at least one or two a day, tell them this differentiating statement, and report your results to me.“
The Outcome:
My team at S.B.R. received an email from Joe Smith today. He let us know that a lot has happened in the past two weeks as a result of our last consultation session. He is currently the manager of a very lucrative project; he has put in 4 proposals for other deals, and he just recently signed a contract for another huge project that is scheduled to begin next month!
What contributed to getting him these deals?
The answer is simple: a brand positioning statement. This 12-15-word statement is a fantastic way to open a conversation, followed by an open door. This statement of differentiation should lead to one question: ”Really, tell me how you do that?“
Like anything worthwhile, coming up with a great differentiating statement takes time and effort. You should really take a minute to look within, brainstorm some ideas, practice saying it to others, and rewrite them as many times as needed using this framework:
Create two columns:
First column: List who your ideal clients are.
Second column: List the outcomes these clients receive by working with you.
Spend some time putting the information from the two columns together to create your own differentiating statement.
Your experience matters. Once your brand positioning statement becomes clear to you, you can sell it to a future customer.
Working with an experienced small business strategist is the first step you’ll need to take to define your brand positioning statement. Connect with Shelly Berman-Rubera now for a complimentary consultation.
