If you want to shoot, shoot! Don’t talk.
This line in the cult western classic, “the good, the bad and the ugly” encourages you to do what you need to do in the moment- “position your brand and service” sharply, as opposed to “talking about it”
What is the current market problem? Does your product or service solve the problem? Have you managed to make your customer see it?
In the 1990s, “fair and lovely” was a product that would “make you look better and get a better husband.”
Today, with changing times, “fair and lovely” is a product used by many women, “to feel better about themselves (self-confidence).”
From wanting a “better husband” to “wanting a better life, where family and career were both important” Fair and Lovely has positioned and re-positioned itself to be relevant.
While some of these could have been “their own realizations”, some were prompted by aggressive competition that communicated better. Learning from the customer, and learning why the customer is responding to competition, is always a good thing in business.
Positioning your product or service is “precision communicating”. Such precision communication requires homework. Truckloads of it! Such as-
- Observing customers when they interact with your product/service.
- What were they seeking, to the exception of all else?
- Out of the 10 attributes present in your product/service, were there some they didn’t even notice? What is the dead cost of those features?
- If there is an existing product in the category, is it doing better or worse than you and why?
- What are the established prejudices in your industry that you have to be aware of? Have you done something about it?
- Is your pricing compatible with the customer you feel is your TG?
- Is there another way to fulfil the same need, without paying the price you’re asking for?
- Do you learn from the customers who’ve accidentally discovered what they like about
- Are you using this learning to help more customers discover your product?
- Is your business about scale or about service? Volume or specialization? Do you need to be available at more accessible points or with more enhanced service proposition in fewer locations?
Put pen to paper and ask yourself these questions.
Positioning can be developed consciously, but oftentimes develops through trial and error and the natural evolution of a business. Understanding your business’ positioning is vital, and is the baseline for strong marketing strategies and execution, and in the end will determine the success or failure of your business.
Whether you are a small corporation or large, your product talks to your customer. Guiding this conversation is the key. The words and creative concepts you use, create an image in the mind of the consumer, which is pre-coloured by 4 billion years of evolution. Make sure you contribute to creating the right image.