There are two fundamental ways to describe your business and its offerings in brand positioning terms: Self-Describing Messaging Competitive-Displacement Messaging Let me explain. Self-Describing Messaging is what we are typically used to with regard to the proverbial elevator pitch and product/service based key messages and the like. These succinct and targeted value and attribute-based statements…

When you interact with a customer or prospect on the phone or in person, you may or may not be aware of the fact you are using a key messaging (or brand positioning) hierarchy (or platform) to pitch your business, its offerings and its uniqueness.  I liken this tiered series of messages (used to communicate…

Solid, differentiated market positioning is as paramount to success as the very products and services a business sells. Sure you can always make a dime if you sell your solutions at the industry-low price, but when trying to differentiate your business from your competitors, it is all about market positioning. Market positioning is what your…

Just how important is it to effectively position a brand for success? It is imperative. Otherwise your prospects will have no real reason to choose you over your competition, unless you come in at bottom-of-the-barrel pricing. And who wants to be selected merely on price? A business’s brand and positioning go hand in hand, and…