Most often, we’re so involved with that big idea for our business that we forget to make a succinct description about what makes our brand stand out. We often overlook drafting that positioning statement which can help identify our distinct value to our customers, of what differentiates us from the competition out there. While having a mission and vision is great to start with, we’re simply living in an age where attention span runs as quick as a 5-second sound byte. If you can define your business in one sentence worth an elevator pitch, what would it be?
Going Beyond the Slogan Concept
When I started my outsourcing business, I have spent a lot of time in bringing my mission-vision to life – to define what exactly is it that I do, who I’m doing it for and what makes my offering unique. So, I’ve come up with this statement: “We Help your Business Save Money and Accelerate Growth with Global Outsource consulting.” Believe me, it’s not as simple as you think, but the effort is well worth it. While the term ‘positioning statement’ may sound like a jargon for those who are not into marketing, creating one helps you focus on a niche than becoming another generic brand with messages scattered all over the place. A positioning statement is not just another memorable slogan; you need to build that emotional connection with your customers/target market. It’s not rocket science, really… you’ll see.
The Next Step is Yours for the Taking!
Don’t confuse a slogan with a positioning statement. Crafting one is invaluable; think of it like the Sun of your marketing plan where other elements revolve. A slogan or tagline is something that will evolve from this positioning statement. You probably remember Nike’s famous slogan, ‘Just Do It’. While it is quite ambiguous when it comes to the benefits it offers to its consumers, the brevity used for this advertising campaign just got stuck to our minds, like super glue. Know this – that the next step you will take in your business will be influenced heavily by how well you write that positioning statement. It even helps you build better business relationships as you have a compass guiding you in reading your road map while you tread the path to business success.
Redefining Your Brand
Let’s brainstorm this time and make a list! Start with defining who you are, what your industry is, who your target customer is, what are their needs, who are your competitors, what value do you offer over your competitors, and what benefits do you offer. Don’t worry if the list gets too long as you will narrow it down later. Keep in mind that while editing, you have to give your target customers a reason to believe that you can deliver what your business promises. And as always, don’t try to stuff a lot of items that don’t make sense.. because keeping things simple will always work the best. Write.. rewrite. You have to own that statement! You have to make it look and sound credible. Got it figured out? You can come up with the final three and ask your team to cast their votes. You can even test for feedback and see which one resonates well with your customers.
You may not need a tagline to go with what you’ll come up with – but having a clear, compelling and thought-provoking definition of what your business is all about will give you that competitive edge, no doubt! Sit down, get creative and take time. A powerful positioning statement is worth all the investment you can make for your brand.