Picture this: you’re in a meeting where the team is discussing why sales are down. Again. The functional leads have been on top of making business improvements, but with your competitors getting stronger, and market dynamics changing, it’s hard to keep pace. Then someone stands up: “Hey - can the Marketing team create a new campaign to fix this?”
Whether you’re an established company, or a start-up, it’s likely you’ve experienced this conversation. If declining sales are a recurring issue, it’s a great time to revisit your company’s positioning. While positioning is often misunderstood, it’s a critical element for business growth.
In simplest terms, your company’s positioning answers the customer’s question of “why should I buy from you?” A fuller description comes from Jack Trout, author of the classic book “Positioning”: “It’s how you differentiate your brand in the minds of your customers and prospects.”
With the market constantly changing, it’s important to know if your customers, and prospects, can say why they should buy from you. If the answer isn’t compelling and consistent, it’s time to revisit this foundational strategy that defines your organization to the world.
We work with companies to define and measure how their positioning will contribute to future growth, exploring the following:
Marketing and Competitive
We assess the market to understand what market and competitive trends stand out. We identify the competitors that pose the largest threat, and why. We determine the types of customers they attract.
Your Organization
Next we learn from your customers and prospects about their wants and needs. We use data-driven insights to understand how they view your organization, and your competitors. Is their answer to “why they buy from you” in sync with what differentiates you? Or is there a disconnect?
Customer Insights
Next we learn from your customers and prospects about their wants and needs. We use data-driven insights to understand how they view your organization, and your competitors. Is their answer to “why they buy from you” in sync with what differentiates you? Or is there a disconnect?
Evolution
Based on our findings, we articulate what makes your organization unique in a new brand positioning designed to maximize future growth.
