Play Your Position! - The Only Way to Win in Business

Have you ever watched 5-year-olds play soccer? It should be called "Follow the Ball," because that is what happens the entire game. The beginning of the game starts with players in assigned positions. However, as soon as the whistle blows, all the kids form into a big herd guided by a little checkered ball.

High school soccer is an entirely different experience. The players start in the same positions as the 5-year-olds. This is where the similarity ends. The whistle blows to start the game and the players...play their positions! What a difference a decade makes. As the players grow older and wiser, they learn that they must play their positions in order to be successful. If the defenders run up to play offense, then nobody is playing defense.

Even to non-soccer players, it makes sense advanced players learn the importance of playing their positions. When you have a defined position, your team knows what to expect from you. It is your job to deliver on those expectations. Although the thought of chasing the ball is tempting, strong soccer players play their positions.

Soccer serves as a great analogy for small businesses. Far too many owners want to chase revenue, much like the 5-year-olds chasing the ball. We all want to believe if you work hard at growing your business, you will be rewarded. We want to believe it, because it seems like it should be that way. Unfortunately, hard work does not guarantee business success. Smart business owners clearly define their position (or brand) in the market and remain committed to meeting the expectations of their customers.

Much like a soccer coach picks players who are strong in a certain position, customers pick businesses that are strong in their position. If the need is defense, the coach picks a player who is strong in defense. He doesn't pick a defender who has a history of running all over the field chasing the ball. When customers want a specific service, they pick the business that has defined itself as a specialist in that area. Customers do not trust (or pick) a business that does everything and anything.

If you want your business to be "picked," these are the two things you need to concentrate on now:

1) Select Your Position - Customers need to know what you stand for and be confident they can trust you. Having a defined position and remaining committed to it is how you establish the much needed trust. Can you easily and clearly articulate what position you play?

2) Play Your Position - K-Mart used to be one of the largest discount-retailers in the country. Along with (and possibly because of) stiff competition, K-mart tried something new. They started using celebrities to sponsor higher-end products. K-mart played the discount-retailer position since it started in the early 1960s. By leaving their position, K-mart confused its customers. Sadly, K-mart must now merge with Sears just to stay in the game.

Much like the 5-year-olds that score a goal because they left their defense position to chase the ball, the company that chases revenue may become excited about a new service or product outside of their position. Immediate profit does not always equate to long term business success.

Kevin Kearns is a small business branding coach. He holds a Master of Science degree in Organization Development and is a member of the Coachville Graduate School of Coaching. With a mixture of hands-on experience, research, and FUN, Kevin helps you become the only choice for your customers. Visit http://www.kevinkearns.com to join The Branding Bunch - a community made up of small business owners that want to grow their business the easy way.

---

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality... Read More

Optimize Your Mailing List For Better Results

A list of customers who have previously bought from you... Read More

Brand Image ? Brand Identity Guru

Having a brand image is not a "have or have... Read More

Articles: The Perfect Branding Tool

If you own a web-based business, you're probably aware of... Read More

Adventures in Advertising and the Affect on the Brand Name

Studying various target-marketing techniques and here is a thought. We... Read More

Branding 101: Why Its Critical to Business Success and How to Do It Right

What's Your Brand?A brand is a product/company personality that helps... Read More

Eye On The Pie: Branding From an Investors P.O.V.

When building a business as a brand it's important to... Read More

The Top 10 Strategies for the Positioning of Success

Many businesses of today are often driven to compete striclty... Read More

Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business

On question I have been asked over and over again... Read More

Donald Trump On Branding - Brand Identity Guru

Love him or hate him, one thing is certain: Donald... Read More

Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots

Try to avoid backing up whenever possible. Occasionally some one... Read More

Importance of Branding - Whats in a Name?

Branding is perhaps the most important facet of any business--beyond... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere... Read More

Logo Files: Versions Of Your Logo That You Should Own

Your logo is the most important graphic element in which... Read More

How Brand as an Intellectual Property has Led to Corporate Globalisation?

IntroductionGlobalisation is referred to as a set of profound material... Read More

9 Keys to an Effective Logo

The right logo, with the right characteristics, will boost your... Read More

Brand Value - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Logo Design Tips

Logos can be described as visual icons that provide a... Read More

Brand Equity Building - Measuring Brand Value

Measuring brand equity allows a company to establish a baseline... Read More

What Make Us Unique and Different

Starting a business can take a lot of time, money,... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you... Read More

Brilliant Branding Builds Business

Branding is more than product recognition or a simple logo.... Read More

7 Branding Secrets: Ready or Not?

Every company has a brand (how people think of them)... Read More

Into The Limelight

To stand out in a cluttered world, become a recognized... Read More

The Positioning of Success

Many businesses of today are often driven to compete... Read More

Branding Junk Removal - He Did It, Can You?

What does it mean to be remarkable?Brian Scudamore, CEO and... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More

Effective Branding...Whats in a Name!

Ask any marketing executive and they will tell you that... Read More

Brand Equity - Brand Identity Guru

7 Qualities Of A Strong Brand:1. Commands premium pricing while... Read More

Branding Article: Pepsis Missed Brand Opportunity

I love Pepsi. It's that slightly sweeter taste and the... Read More

Choosing the Right Color Palette

Color is a highly personal experience ? everyone has favorite... Read More

Why Branding?

Having a concise, clear image that you project to your... Read More