Elements of a Successful Brand 1: Positioning
A brand is a complex organism. This is the first in a series of articles in which we examine a successful brand's component parts.
Every successful brand stands for something fundamental—an underlying bedrock idea or principle that at every turn supports a company or product. This foundational platform is called positioning, and without it a brand can have no traction.
Successful positioning rejects conformity. At its best, positioning elevates a brand above the fray so that people can't help but take notice. The human brain instinctively looks for things that are different and unexpected. So a brand that stands in stark contrast to its competition will attract people's attention and have a distinct advantage in the marketplace.
To be noticed and interesting, however, a brand's positioning must accomplish three things. It must
- Be different
- Be focused
- Be relevant
Neglect any one of these factors and the platform collapses. Each one plays a critical role in the psychology of branding. Let's see why these factors are important.
You can't attract a loyal following if nobody notices you. So if you are serious about developing a powerful brand, your first order of business is to make sure you stick out from your competition. Sure, there's more to a brand than being different, but if your business blends into the background noise, it's lost from the start.
You see, people today are faced with a dizzying array of choices. Marty Neumeier, author of The Brand Gap and Zag, writes: "An over-abundance of look-alike products and me-too services is forcing customers to search for something, anything, to help them separate the winners from the clutter." Differentiation provides needed contrast and helps people make choices. So stand tall—make it easy for prospects to choose you!
When we have a problem that we can't fix ourselves, we reach out to specialists. Specialists cost a little more than generalists, but people are usually willing to pay a premium for their expertise.
A majority of service businesses today, however, take the opposite tack. Instead of narrowing their expertise, many companies expand their service offerings in hopes of attracting more customers. The problem with this approach is that lack of focus and broad competition lead to commoditization. Once your services are considered a commodity, your prestige and margins will suffer. So find a niche, and not only will qualified customers seek you out, but they'll be willing to pay more.
If you aren't relevant, you aren't in business. A company can be highly differentiated and specialized, but if nobody is interested in its product, the company won't make any money. Test the waters first and find out if there is sufficient interest in your specialty. Just because your law firm dresses up like clowns doesn't mean people want to be represented by Bozo in court.
A company can survive without positioning. In fact, most businesses eke out a modest existence. But branding isn't about survival, it's about "thrive-al"—creating a lasting emotional connection with customers that fuels reputation and growth. And positioning is where it all starts. Establish great positioning, and your business will have the stored energy it needs to grow and flourish.
4 Keys to a Powerful Position
- Find your niche. Are your competitors generalists or specialists? Do they stand out in any way? What opportunities exist for your company to create contrast and specialize? What does your company do better than anyone else?
- Talk to as many customers and prospects as possible to find out if your business focus is viable. Make sure there is demand for your services.
- Develop a brief, 1- or 2-sentence positioning statement that lays out what you do and what you stand for. Then ask yourself why a customer would care.
- Think of ways you can create contrast in the marketplace. Can you use messaging, unique services, or design to distinguish your business?
So what is great positioning, anyway? The strongest positioning is built on reduction. People unconsciously place brands in categories. Those brands that rise to the top are known for simple—even simplistic—ideas. In fact, the top brands in most categories can usually be summed up in a word or a short phrase:
- FedEx revolutionized the package delivery business because they became synonymous with "overnight."
- Volvo built its reputation on "safety." When people want a safe car, they buy a Volvo.
- What company has become known for spectacular "innovation" in the consumer electronics market? Apple, of course.
The more you can simplify your positioning, the more powerful it becomes.
The Problem of Positioning Professional Services
Unfortunately, many professional services firms are built on complexity. The customized nature of their services can make these businesses difficult to define. The language they speak can be highly technical and dense. So how do you simplify a complex, multifaceted business?
The answer lies in uncovering a firm's fundamental purpose. Ask questions such as "What is the most basic benefit you provide?" or "When an engagement is over, what fundamental goal have you achieved?" For those with the courage to distill their services to their essence, a forceful new market position will emerge.