One of the most interesting and powerful branding exercises that I facilitate with small businesses is to develop a positioning strategy. A positioning strategy is what differentiates any brand. It is where you prove your leadership role. Sometimes it involves going out on a limb to prove your difference. A powerful positioning strategy can help a new business gain immediate market share if it is bold enough. Take the case of Domino’s Pizza. Years ago when they entered the marketplace, it seemed as if the pizza market was all about selling a pie that was essentially just like everybody else. The only differentiators might be some sort of exotic topping, but that was about it.
Domino’s hit upon the idea of not selling pizza, but selling delivery. Their positioning strategy was: “Delivered in 30 minutes or it’s free!” Now that got everyones attention. The competition thought they’d lose their shirts. The positioning got the public’s attention as they stood at their doors hoping that the pizza would arrive for free at 31 minutes. Domino’s had to be sure the infrastructure was in place to make good on their promise. The positioning strategy worked and they gained immediate attention.
Another example of a clever positioning strategy was Enterprise Car Rental with their “we’ll pick you up” position. It was a first in the car rental business and it resonated with their target audience.
What can you do to take the high ground? Positioning directly addresses your customers desires. When you identify that need, you need only address it. What will it take for you to get their attention and give you a chance at their business? When we hit pay dirt during a consulting session, often times the company has to change the way they do business. Taking the high ground means that you must take a risk. After all a positioning strategy is not simply a fluffy slogan but it is a serious promise to your customer to perform. It tells why they should give a damn about your company. Positioning when done correctly can be powerful and empowering to your employees. When I do it, it is based on differentiation. Once established, the brand must now live up to it. If it is authentic, then it isn’t as daunting as it might appear.
If you aren’t marketing using positioning, then chances are you’re having a very difficult time finding focus. You’re probably telling a story that mimics your competition. Sales staff have no motivator other than price. Commodity hell is a net result of no brand promise to your customer. You have to give them a reason to consider you. You must push their buttons. A great positioning strategy is NEVER price, but is the reason that you are a leader. Everyone follows the leader. Perception is reality, so the perception on the street has to be your strongest offer.