This is the sixth article in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Please read the first article, second article, third article, fourth article, and fifth article before jumping into this one.
You know what the alternatives are, you know the special things that make your startup unique, you've established what makes that valuable, you know who finds it the most valuable, and you can frame your impact in a market that makes it easy for users to understand your company. This next step is only optional, it isn't crucial to positioning, but it can help if implemented well.
Step six is riding a trend to give your positioning an extra boost. Trends are macro movements that continually grow and shift culture. For example, plant based foods, sustainability, data privacy etc. It's like adding a rocket to your positioning, propelling you along with the strength of the trend.
Now, the reason this is optional is because it's tricky and can easily fall by the wayside.
Imagine you were selling drinking water during the start of the gluten free trend. You could slap a sticker on your bottles that says "gluten-free" to hopefully ride the trend. But you'd be stupid. Why? Because anyone who is truly gluten-free knows that water doesn't have gluten... at all.
On the other hand, if you were a health-conscious brewery and could come up with a gluten-free formula, it'd be smart to jump on the gluten-free wave. Why? Because it's relative to the product, since almost all beer is made with gluten, and aligned with the mission of the company.
Which brings up the last point on this: trends say a lot about your brand. They are often political and carry strong emotional qualities. Before you jump onto a trend, you better know yourself and the beliefs shared between you and your audience. If you betray either of those, every step in positioning your company is forfeited.
This is the second in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Please read the first article before jumping into this one.
Having gone through the process of seeking out the alternatives to your product, you should have a robust understanding of what is already out there within your market category. This is like being at a poker table and seeing each players' cards. You know what you're up against, now it's time to find a way to play.
The second piece in positioning a company is understanding what makes you special. From a product standpoint, this comes in the form of technical features, but it could expand into areas like delivery method (think Dollar Shave Club vs. Gillette), the business model (subscription vs. single purchase), or unique expertise (a developer with marketing skills or focus within a particular vertical).
After choosing the attributes and unique elements about your business, you could also examine the emotional qualities unique to your company. For example, Duluth Trading Co. and Patagonia make almost identical winter gear, but they are completely different emotionally. Duluth downplays any kind of sophistication despite the fact they charge $25 for a pair of Buck Naked Underwear. While Patagonia shifts its emotional value to serving the planet and altruism. Same products, different stories.
What do you care about? What story do you have? What personality can you bring to the table? It might be something you take for granted, but to everyone else, it is special. It's your secret sauce that shouldn't be kept a secret.
My workout wasn't that great this morning. I'm having a hard time writing this. It was difficult to read this morning. I kinda feel lethargic.
I could examine each of these issues and think of a solution to each one, but it would just be addressing the symptoms.
You see, the issue was that I got sub par sleep last night. While I could have some caffeine, get shot of taurine, or do anything that would give me more energy, it wouldn't be a long-term strategy. Fixing the root of the problem, my lack of sleep, is what will makes these symptoms less prevalent.
Branding works the same way. If your marketing efforts, design systems, naming conventions, and other efforts seem off, you might have to backtrack a bit. Most likely, whatever is wrong is a symptom of something deeper.
You can spend all the time you want cleaning up the garbage downstream, but you'd save a bunch of time if you cleaned up the filth at the headwaters.