Getting your marketing communications to stand out from the crowd isn’t always easy. If you’re finding it tough, you need to focus on 3 key things:
1. Your target customers – their needs, their problems
2. Your brand strengths – how your business solves problems and meets customer needs
3. Your competitors – other ways in which the customer might solve their problem
If you understand these 3 crucial elements, then you’re well on your way to creating a positioning statement that summarises why your customer should buy from you, not someone else. Once you’ve got that, you’ve got something to talk about.
We’ve found that most brands understand what they do well but often fail to articulate this in a way that resonates with customers, or that sets them apart from their competition.
Simply telling potential customers that you’re better than your competitors at something won’t matter if it doesn’t matter to your customers.
And there’s no point talking about an area of expertise that everyone else is talking about – it’s not differentiating. It won’t matter that your business is unique if no-one cares.
Failure to understand all three means you’ll fail to stand out. And in a society where we’re exposed to countless marketing messages, you’ll be wasting time and money.
By developing a clear positioning statement, you’ll be able to resonate with your audience and differentiate from competitors. So you’ll get more impact from each marketing communication, and a better return on investment.
At Really Helpful Marketing we have a tried and tested methodology developed from working with clients from blue chip organisations to SMEs, delivering a laser sharp focus for marketing strategies, and robust marketing plans to drive businesses forward.
This is exactly how we helped Cardiff-based quantity surveying outfit, TC Consult. Not only have we given them a brand identity that reflects exactly who they are, but also one that sets them apart from their competition.
Want to find the single strongest thing you can say to your market? Get in touch today!