Posted on 21 May 2014

Your business is doing well. You are making money. Customers are buying from you. Should you care about brand positioning and key messages? YES!

Regardless of whether your business is fledgling or flying, effective brand positioning can be the difference between customers considering you versus passing you by for the next guy. If you are already doing well, just consider how much better you could be doing! It goes without saying (although I’m going to say it) that if you are doing poorly, brand positioning can most certainly help you turn your company around.

With highly differentiating, customer-targeted and value-based (focused on customer value, not on your products and services or you) brand positioning (positioning statement, key messages, value propositions) at your disposal, your small business is likened to an armored tank outfitted with a ground-shaking cannon. You have an extremely powerful weapon you can use to pave your own path in your industry by consistently communicating competitive differentiation while your competitors are passively and non-distinctively peddling their wares. Your offerings will stand out even more than they already are and resonate well with your target customer, while your competitors’ will not.

Here are some ways effective and highly differentiating brand positioning (positioning statement, key messages, etc.) can further catapult your successful small business (or jumpstart a lower-performing one):

1. Spruce up your website home page with highly differentiating, value-based messages that clearly articulate what you do, for whom, how you are different, and what value your offerings provide. Just remember, a prospect takes just three seconds to decide if your website is worth perusing. Put 2-3 nuggets from your positioning statement or key messages right upfront for them to immediately digest.

2. Revolutionize your telephone sales pitch – You have 10 seconds (or less) to impress a prospective client on the phone or you’ve lost your chance. Instead of floundering as to what to say, use your hardest-hitting key message or your positioning statement to very clearly and quickly convey your story and your value.

3. Empower every employee with the company’s elevator pitch and top key messages – Every staff member you have can be confronted with a potential sales opportunity. Why not put your elevator pitch and key messages onto a laminated card for all employees to carry at all times?

4. Hit a home run with your next RFP/proposal – often times companies put out RFPs (requests for proposals) to dozens of vendors/providers, making it nearly impossible to stand out. With highly distinguishing key messages you have the tools you need to clearly differentiate your business from the pack.

5. Develop a killer sales presentation – An effective corporate sales presentation should be between 12-15 slides total – on average. Anything longer simply turns off the audience. A strong messaging platform will serve as the framework for your PPT.

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