If you were to go to each person in your organization and ask them what your product or service does, how many different answers would you get? While answering “dozens” definitely isn’t a good thing, rest assured that you’re not the only brand that’s struggling to unify its positioning.
This week’s guest on the Conex Show, April Dunford, has seen this pitfall so often that she’s actually become an expert in determining when it’s time for a company to reevaluate its positioning. Though it’s often marketing who first detects a positioning issue, correcting it is a company-wide initiative.
In this episode, Dunford shares examples of positioning done right, an exercise for identifying your “competitive comparable,” a realistic look at making changes using limited resources, and more.
In This Episode:
Why Marketing Cannot Own Positioning by Itself
If you want to shift positioning and make it stick, you're going to have to get your entire organization together and agree, because with a positioning shift comes a shift in business strategy.
“Often, marketing will be on the front lines of feeling the pain of weak positioning. They’ll know when the positioning’s not working.” – @aprildunford
How to Identify Your “Competitive Comparable”
If you were to go to your best-fit customers and ask, “If my company didn’t exist anymore, what would you use instead?” That idea sets what your competitive comparable is.
“Your competitive comparable is the thing that your best customers are comparing you to every single day. That's the thing you've got to beat.” – @aprildunford
Why Your Customers—Not Your C-Suite—Are Often the Best at Articulating What Your Brand Does Best
In order to have positioning that makes sense on the outside, everyone inside your organization needs to have a clear understanding of what your business does and who your ideal buyer is.
“If we assume inside the company that the positioning is clear and it’s obvious, we often just don’t set it.” – @aprildunford