Wednesday, May 16, 2007

Position yourself as the clear choice.


What are you nuts? We can't do that!

Or can we?

In helping companies to position themselves, half of the challenge is inspiring them and the other half is encouraging them to embrace what may seem at first to be impossible. Much of what I do is listen to how your company works. What is it that your customers love about you? What would they miss if you were to disappear over night? I have to get into how you think. If you are an owner - the visionary of the company, your dynamic plays a large role in your brand. Your decisions have affected for a large part the reputation your brand carries into your marketplace.

Many times in developing the positioning strategy for companies much of what inspires the Bold Idea comes directly from the mouth of the company's visionary - other times the Bold Idea is inspired by the visionary's passion. How ever the idea comes, it almost always emboldens you, the visionary to do remarkable things with it. This is due to the fact that we are bringing to the table a very compelling proposition for the customer. My job in developing the Bold Idea Positioning Strategy is to find a marketable point of differentiation. Many customers have built a very good business being all things to all people. If they wish to go to the next level they must be bold. They must stand out in the customers mind as the clear choice, not one of many.

The very nature of a bold idea challenges and then inspires. Your competition will probably think you're nuts (at least that's what their hope is). Even they know that while a bold idea is what everyone craves very view have the fortitude to act on it.

The Bold Idea Positioning Strategy is your opportunity to show the real value of your company and it's relationship with your customers and competition in a spectacular way.

No, you're not nuts and YES you will succeed!

2 comments:

Vivienne Quek said...

Some companies believe in having a corporate branding. But they forgot that the personality of the founder, CEO or the top guns of that company also played an important role. Somehow, we see Bill Gates and Microsoft or The Body Shop and Anita Roddick as one. I was so intrigued with a client I consulted. He said, "No, no, no, I don't have a personal brand, I don't need one. I'm not the salesman". And he's the founder of his company. That conversation led me to blog onDo You Have A Personal Brand

Sure enjoyed your article.

Ed Roach said...

Vivienne,

Thanks for your opinion. I wonder what that CEO you mentioned considers his company's corporate brand to be. The interesting thing about brands, whether corporate, personal, or product - they exist and evolve whether we like it or not.

Your article on personal branding should give many business leaders reason to consider their own brands. A CEO's personal brand if ignored can eclipse it's corporate brand in a negative way if care isn't taken to make sure they compliment each other in a positive way.

there is a lot to consider in our brands.

 
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