Let’s go on a journey.
Let’s enjoy marketing with confidence
Marketing your business has never been more challenging.
While the focus continues to be on segmenting audiences, assessing the commercial value of these segments, and targeting the ones most likely to be valuable, there are lots of options for sending messages. You have to make choices, especially about how to position yourself in this array of options.
However, the word ‘positioning’ can be confusing to many, which makes it kind of useless.
Confidence is a better word because it focuses our actions in a way positioning doesn’t. You can’t develop confidence without considering all aspects, though.
This isn’t about being all things to all people.
A display of confidence connected to accuracy generates a customer reaction.
Take the Google Maps pin. It’s absolute and bold. Customers therefore trust it. It’s not a shrug and a vague ‘up this road I think’. It’s not hedged on where you would like the nearest Burger King to be. It shows with total confident unambiguous accuracy that something is happening right here.
The right target breeds confidence internally and clarity externally.
If we know what we’re about we feel confident because we genuinely own the space. If the space is too large we feel less confident. Owning a smaller space is usually better than being a less confident player in a larger space. Focus on your people. When they have confidence and certainty, so will the market.
What is the equivalent of the map pin for your business? The confident, unambiguous, assertion that you own this? The symbol or statement that your people and your market understands, and that can drive your business forward?
Often, it will be your brand message.
Aligning around a brand message or brand vision can provide much needed certainty, which is why your brand message is so vital to your business performance.
It doesn’t just make you sound good. It makes you look good too. From a mile away.
It’s a projection of your confidence.