Is Your Company Positioned by Accident?

Many small businesses struggle to define and differentiate themselves in the marketplace, so their positioning often happens by accident.??

Positioning your company starts with a specific state of mind. As author William Arthur Ward frames it: “The pessimist complains about the wind; the optimist expects it to change; the realist adjusts the sails.”??

Have you clearly defined how you want your company to be perceived and then worked toward that end? When you allow others to define you, your goals and objectives become skewed in the wrong direction.??

Today’s Question:??

Do you have an accidental brand???

But Here’s the Twist . . .??

There are two main components to positioning your company: perception and strategic direction.??

The way your clients perceive your company is your ‘brand’. ’Brand’ is not what you tell your clients - that’s marketing. ‘Brand’ is what your clients tell their friends.??

Positioning your company in the market may start with some market research, so you understand your environment. If you haven’t done this exercise since you started your company, it’s time to re-evaluate.??

Once you understand the market, start by defining your values:??

• What is important to you??
• What do you want others to believe about you??
• That you operate with integrity? That you honor your commitments? That you put clients first? That you foster a balanced workplace???

Your values translate into behavior, which become your standards. For example, I’ve taught my children to always do the right thing, even when no one is watching. So it is especially gratifying when I hear my kids talk about workplace ethics and how they did the right thing.??

Craft and send intentional messages that position you and your company. These messages can be conveyed by word, images, or behavior. The key is consistency, which builds trust.??

Next, focus on your company’s strategic direction. Develop a roadmap to achieve your company goals:??

• If you know where you are and where you want to be, why aren’t you already there??
• What are the obstacles keeping you from reaching your goals??
• How can these obstacles be mitigated???

Now What??

When you position your company as the solution, you differentiate your company from the competition in relevant and meaningful ways.??

Then, delivering a compelling message and building value in the marketplace, you can take every opportunity to reinforce this with each interaction, both spoken and printed. You can also back it up by highlighting specific features or benefits and using strong testimonials.?

As a small company, you have an advantage in spotting trends from real data and real market experience, and making decisions that you can implement quickly. This gives you a competitive edge, especially against larger companies that often struggle with bureaucracy and chain-of-command.??

Ensure you put your values and strategic direction to work for you!?

Is your company positioned by accident? I'd love to hear what you think. Direct message or email me!?

Patty's email: [email protected]?

P.S. Are you giving 'invisible' discounts to prospects who didn't ask for them? The anxiety you feel when talking with a potential client leaks out when you slash your price because you're afraid you'll lose the opportunity if you don't. ?

I’ve broken down exactly why this 'discount dilemma' happens in an exclusive training called The Value Equation, which you can get for FREE by signing up for the bonuses that are companion pieces for my book, Your Hidden Advantage.?

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? The Block Group Inc.?