How many networking events have you been to where the question “What does your company do?” results in an answer that is either undecipherable or is too vague to make a memorable impact? Or, perhaps it’s YOUR company description that falls flat. It’s true what they say; you don’t get a second chance to make a first impression.
Your company messaging needs to be tight, clear, and compelling-but it must be CLEAR before CUTE! Your positioning statement needs to describe what your company does and for whom, identify the key benefit(s) that drive your customers to purchase your products or services, and demonstrate the “unfair” advantage you have over competing brands. And, you must do this in 50-words or less 홈타이.
As you start the process of developing your brand positioning statement, or revamping an old one, remember its purpose is to be actively communicated to the target audience, so be sure to keep them in mind as you determine your word choice, tone, and style. In fact, I recommend you poll your customers, employees, and strategic colleagues to come up with the following positioning structure: