Being better is a unsellable proposition. Better is subjective in nature, difficult to see from the outside, and even harder to define.
For example, Webflow is a web design tool. So are WordPress, Squarespace, Wix, and Weebly. Which one is better? Well, it depends on who you are asking.
Webflow's proposition is that they are a web design tool for designers. Specifically, designers who work within a hybrid engineering-like role and can think in systems. Squarespace is also for designers who don't care about code quality and are instead focused on making things look pretty and working fast. WordPress is not for designers at all and is catered toward those who want as many features as possible regardless of code quality.
The point? The person that you anticipate to use your software is who will guide features, prioritize them, and dictate which ones are misnomers.
That is how you create an interesting proposition.
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.
The human brain has one core function: keeping us alive and thriving. At its core, this comes down to distributing our energy in the form of calories to things that will help us stay alive.
Naturally, there's a lot of things vying for our attention and subsequently our energy. So when we don't see something that clearly outlines how it can help us find food, shelter, enhance our relationships, or help us become a better version of ourselves, we tune it out. Why? Because our brain is protecting us from giving away energy to unworthy recipients.
Without clearly defining your message and how you emotionally impact a customer, you become a calorie thief.