It is all about meaning.
Using the archetypal wisdom of ancient astrologers and their understanding of human nature, you can really get into the mind, heart, and spirit of people. Brands are like people. They have identities and personalities.
For an entrepreneur or small business owner, the most important part of your brand is you. Your brand shines when it is aligned with what you want to give and what you want to be known for.
People don’t buy products they buy meanings. Your brand has to have meaning in your prospect’s mind.
This meaning your brand holds for them is the magnet that attracts your clients or customers, because it is what makes them pick you from all the other options they have!
Positioning is managing what is in peoples’ minds when they think of your brand.
My experience in monitoring thousands of brands over 30 years is that perspective is reality! What people think, whether or not it is true, determines their behavior. PERCEPTION IS REALITY.
Do you know what your brand means to people?
What do they say about it?
Small business owners often fly without really understanding what their brand means to their prospects.
They are too busy to do the research on their market and their audience, so they wing it thinking they know their customers. So, when it comes to articulating exactly what is in the minds of their customers, find they can’t do it reliably.
- Busy small business owners and entrepreneurs are used to thinking about what they do – their products, their processes, their production, their service – and not what people see and think about them.
- Sometimes it is because they haven’t worked out a real business plan with numbers and realistic steps to achieve them.
- They don’t know how to reach certain targets, how big the target really is.
- They don’t want to define their target closely – afraid of being a niche brand or of being in too tight a niche.
Jack Reis said: “If you try to be everything to everyone, you will end up being essential to no one.” (Positioning: The Battle of the Mind, McGraw-Hill Trade, 2000)
They do themselves a disservice. Using a shotgun approach to marketing reveals they don’t really have a workable business plan. They are chasing after anything that moves and have no control – and no control means no stability or predictability in their business.
A positioning statement is the result of deep and meaningful thought about what you want to be known for. It is a succinct declaration of what you want in the minds of your prospects when they hear your brand name. It needs to include:
- Your brand name, the category, business or industry you are in
- Who your target customer is and what needs they have now
- The key unique and compelling point of difference your brand has over
- Why your target should believe you can deliver the benefits – the proof
Sounds simple, doesn’t it?
So, what do you want to be known for?