What does your company do that’s different and better than everyone else in your market? For many, this is a difficult question to answer. At The Borenstein Group, we recommend that clients consider the following constructs as they create their own brand equation. How do you meaningfully communicate this value proposition? That’s a harder challenge.
Does everyone in your organization who interfaces with clients, prospects and industry leaders deliver the same message? Even tougher.
Compelling messaging and market positioning must quickly and effectively communicate why a prospect would choose you over another product or service provider. It qualifies the prospect and clearly articulates what you offer.
Effective messaging and positioning will firmly define your offerings, mission, and benefits in language that matters to your universe of buyers. This is a critical step as companies move toward cohesive processes and consistent delivery of the brand message. Messaging must include the problems the company, solution or product solves and how it improves the lives of your customers.
This is ambitious work and calls for a careful process. It also calls for an honest assessment. Be prepared to answer some big questions like:
- How does my company impact our clients?
- How should we be selling against our competitors?
- What do our clients say about us?
- Why do our clients or customers buy from us?
At a very basic level, here is the messaging equation:
Ready to learn more about practical tips to create or improve your messaging and positioning strategy? contact us or call 703-385-8178×28
