This is the first in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Enjoy!
Positioning is where your company falls in the mind of consumers. Specifically, why your company should matter to them. In here book, Obviously Awesome! April Dunford breaks down effective positioning into 5 steps with an occasional 6th. First things first, examine what's already out there and what people might do, or currently be doing instead of using your product/services.
Note, it's not about being "better" necessarily, but more about assessing why these alternatives to your solution are being used.
In branding, this step in crucial in assessing the emotional alternatives to your company.
What is it about brand x that makes it so special? What do I feel differently about them versus brand y?
Attacking this from the angle of "how are they different?" instead of "how are they better?" is crucial to understanding their positioning and where there is space for your brand to be positioning without being labeled a copycat.
When you run your own company, the outside world ends up demanding a lot from you. Certainly in time and more importantly in creative energy. Because most startup founders are constantly seeking ways to grow their company, spending time on to focus and unleash their own creativity seems selfish.
"There are so many things I have to get done today, how can I possibly afford to indulge my own creativity?"
Because if you don't, you will lose the spark that had you create something in the first place. That energy from within that granted you the courage to go out and make something new. The minute that inbox is opened or your messages are checked, creativity goes out the window and it will not come back.
When you get up in the morning do something creative for yourself. Write, draw, play music, anything to use that creative resource before it is thrown to the wolves that would seek its end.
That wave of creativity is for you and you alone. No one else can use it the way you can, nor should they be granted access to abuse it. How can we even think to let such divine potential slip away?
Guard your creativity with your life and do not let the world take it from you, they can have what is left.
Startups dilute their branding potential when they set their eyes on big brands like Apple or Nike. Not saying those brands aren't respectable, they are for many reasons, but they are not startups. They can't afford to be something unique because the reputation at stake is too high. In short, they cannot afford to turn people off.
But you, the scrappy startup, can.
You can nurture your brand to be bold, daring, and different from what is expected and it will give you the edge you are looking for. In fact, it would be a good bet to double-down on the elements of your startup's personality to make sure you are recognized as something different.
Now, I want to be clear, I'm not asking you to go Miley Cyrus and do weird shit for shock value (please don't twerk on Robert Thicke). But you can absolutely veer away from the staid and trite phraseology, colors, and rigid nature you see from your competitors. You can turn on a dime and move fast without getting approval from 30 people. You can do something truly impactful for you and your audience. All the while saying, "you don't have to like what we're doing, because it's probably not for you."
The win of being small is that you can do the things big brands cannot. Small wins.