A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote.
Recently I was making a new business pitch to a Charlotte area professional services firm. The second meeting took place after I had provided a detailed proposal to the company on how I work. From the two meetings and the proposal it was made abundantly clear that I take a comprehensive, strategic approach to communications.
One of the partners asked me if there was a "PR light" alternative. This meant that he wanted a tactical program that required very little involvement or input from him and the other partners. I assured him there was, but that was not my approach.
I guess I could have taken the company's money every month just to perform a few tactical activities, but it would have been wrong for both of us. I wouldn't feel right taking their money, nor would I be happy implementing a program that a PR intern could accomplish easily.
Needless to say, the firm selected another communications agency. To understand why this new business loss was a success, we need to look at a definition of positioning.
Positioning Defined
An organization's brand identity must be a reflection of three things: market perceptions, the organization's acumen, as well as its aspirations. Positioning is where these three elements overlap.
The point of positioning is to develop a platform from which all communications emanate. Positioning defines who we are, the kinds of customers we want, how we will compete, and how we are different.
So, before you can hone your brand identity, and before you develop and implement a communications plan, you must approve a positioning statement. From a communications standpoint, it is the heart of your brand.
Let's look at the elements of positioning:
Market. The kinds of clients we want to do business with. Hoover ink's market definition is: For organizations that are serious about their success and that understand the need for focused communications,
Competitive Offering. The products/services and/or type of service we will provide. Hoover ink's competitive offering is: we are the PR and marketing firm that carefully defines its clients' audiences and develops market-based positioning,
Differentiation. The benefit that makes us special. Hoover ink's differentiation is: so that we can help our clients communicate to all of its constituencies clear, concise messages that have a bottom line impact.
When the prospect called to say they had selected another agency to handle its PR program, I was told that my approach was too strategic and comprehensive. I'll take that as a compliment any day, and as an indicator that my positioning is on track.
Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.
Like it or not it's who you are. Your corporate... Read More
One of the critical drivers of business success is having... Read More
There's been a lot of buzz lately about branding. But... Read More
Color is a highly personal experience ? everyone has favorite... Read More
Design is a very subjective thing, therefore, if you ask... Read More
The so called 'globalisation' has cluttered the world markets with... Read More
Ever had one of those conversations where you wondered what... Read More
Naming a business is like laying the cornerstone of a... Read More
Brands are important aspects of any business, but unlike money... Read More
The name of your business is important--it's one of the... Read More
One of the ways people get to know you is... Read More
Become your customers top-of-mind choice.Some of these snapshots of real... Read More
You work hard getting the right cover message and words... Read More
Look at your company logo. Does it fade into the... Read More
Businesses eager to open often give little thought to their... Read More
Visual processing is the most important way for gathering information... Read More
Many businesses of today are often driven to compete striclty... Read More
How many times have you been at a networking function... Read More
What size is your Hummer? Hummers Come in All Sizes;... Read More
This week I spent a few hours with a highly... Read More
When Mitsubishi launched a new car with the name "Pajero"... Read More
McDonald's buys its potatoes from corporate farmers in Idaho not... Read More
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was... Read More
Branding is very important to a business, whether it is... Read More
How brand management can help utility organisations to create a... Read More
The public buys far more than just your products, services... Read More
Do you want to attract new customers while building greater... Read More
Propose success, demand performance, and brand your market with appeal.... Read More
A great logo can help a business project a positive... Read More
The one thing that everyone has in common is that... Read More
There are a lot of things that contribute towards the... Read More
Branding: it's a term that carries great weight in the... Read More
One of the most important things in a business is... Read More
I love Pepsi. It's that slightly sweeter taste and the... Read More
Most people who own a small business have a huge... Read More
Hiring a brand identity company is very important. In every... Read More
Have you ever watched 5-year-olds play soccer? It should be... Read More
Acquiring another corporation usually means that the acquiring company's name... Read More
Developing brand strategy is extremely critical. The most important asset... Read More
Everyone wants his company logo to be the best but... Read More
Recently, I was reviewing our website statistics. One of the... Read More
Parades happen in every big city and many small towns.... Read More
McDonald's buys its potatoes from corporate farmers in Idaho not... Read More
The strongest and longest lasting brands branch off of an... Read More
Pick up almost any book or report on Mailorder Selling... Read More
Americans have always liked their coffee hot. But then Starbucks... Read More
Branding is an application of appropriate marketing techniques in the... Read More
Building a product into a brand leader is not easy,... Read More
One of fiction's finest marketing minds, The Cheshire Cat, once... Read More
The public buys far more than just your products, services... Read More
Let me tell you a story about Pete and a... Read More
Do you have any idea how important your company logo... Read More
A rough guide to corporate identityThe tabloids report the millions... Read More
So you've decided to go for it-you're ready to choose... Read More
People often come to me to assist them with developing... Read More
Every day, the average person is exposed to millions of... Read More
...my senses. I know, you were thinking 'Texas'. Well, if... Read More
Q: How important is the name of a business? Should... Read More
If you think only big corporate names need to think... Read More
When Mitsubishi launched a new car with the name "Pajero"... Read More
On question I have been asked over and over again... Read More
"Just do it." "We try harder." "The Ultimate Driving Machine."... Read More
Colour is essential to building a strong brand.Many of you... Read More
Sometimes, new entrepreneurs are in such a rush to get... Read More
The seventh in a continuing series of twice-yearly surveys by... Read More
What's Your Brand?A brand is a product/company personality that helps... Read More
Branding |