Positioning Is King!

Online and off, one the most important services I am often engaged to perform is the development of a positioning strategy for small to medium size businesses.

A positioning strategy is not simply a cleaver slogan but a powerful and dynamic stand that your brand takes in your category. Right now as you read this, I believe that you are sitting on something that would absolutely position you as the leader in your marketplace. All too often, we as small business people think that advertising an inspirational tagline, will draw in customers. But that really isn't enough to make them engage you.

You have to been seen and believed to be a leader. Customers like to do business with leaders. Your position has to resonate with them. When was the last time you bought something based entirely on the slogan? We purchase all the time on our perception of their brand position all the time. They belief that they have something that is better than everyone else. Apple is a good example of effective positioning. You can benefit from the same thing and have your brand raise the bar and claim the high ground. 

Jaimy Weiler Speaks From The Heart On Her Brand

As part of my interview series with "Thought Leaders," consultant , speaker and author, Jaimy Weiler from "One Heart Waking - Business and Executive Consulting" shares her wisdom with us. Jaimy and her company "One Heart Waking" are truly unique in their delivery of effect and balanced work environments.

Ed Roach: Considering the fact that a brand is essentially your reputation and adherence to brand values is critical in maintaining a brand that resonates with customers, what have you found in your consultation with businesses are the biggest barriers to living up to these established brand values?

Jaimy Weiler: Because new business comes to me predominantly through referral, I do strive to keep my brand values consistent as I deliver my services by focusing on “bringing simplicity, integrity and clarity of purpose to business, finance and life”. This is the tag line of One Heart Waking, and living to these values is the very essence of what I deliver.

Ed Roach: I have always believed that a very positive attitude coupled with a desire to lead instead of following is a strategy that will lead to realizing your goals. How much of a role does "attitude" play in reaching goals?

Jaimy Weiler: I believe that attitude is both fundamental and essential. It is the foundation from which our actions spring. My experience, with both myself and my clients, shows me that results follow attitude and action. A positive attitude creates more positive action, which then leads to more positive results. By the same mechanism, negative attitudes most often result in negative results, or, results that come with un-desired side-effects!

Ed Roach: You have a very unique approach in guiding businesses. What would you say is the one thing that makes your clients love you? 

Jaimy Weiler: I would say that my clients sense at a deep level that I am truly ‘for’ them and the highest vision of themselves and their business. And, my confidence in what I do engenders mutual trust and respect In coming to me for traditional business consulting, which they receive, we also find the underlying and often hidden issues which may have for so long held them and/or the business back from its fullest success.

Ed Roach: When you evaluate a prospective client, what things do you watch for that would point to a good fit with your company - "One Heart Waking?"

Jaimy Weiler: The predominant characteristic that I watch for in determining whether I am a good fit for a prospective client, is their sincere and authentic desire for change. Along with this desire must be the openness and energy to implement changes which may go against the grain of past habits.

Ed Roach: What's the nicest thing a client has ever said about you?

Jaimy Weiler: The nicest thing that a client ever said to me was that I helped them to clear away the obstacles and structural problems that had kept their highest business vision in a dream state in the future. And in experiencing the newness of their increased success, were inspired to take themselves and their business colleagues to an even more fulfilling level of service and achievement.

Ed Roach: Finally Jaimy, how would you define success? (For you personally)

Jaimy Weiler: I define success as bringing the best of me forward into my life, more and more every day. Success to me is showing up, present and ready to go, adjusting and growing as life unfolds before me.

Thank you Jaimy.

For more information on Jaimy Weiler visit her website OneHeartWaking.com, and pick up her book, "Light Through The Heart." or email her at Jaimy@OneHeartWaking.com

Brand Positioning

This video is the visual presentation I use when I speak to groups on positioning a brand. The goal of positioning is to have your brand focus on what separates you from the competition. Based on differentiation, what can you embrace that makes your brand a "leader" not a follower? Even though I don't have a voice over explaining the finer points, I still feel this video may have some value in the direction it points you in.

DAY SEVEN: Brand Booster 21

Today's session is about "Unique Selling Point/ Brand Positioning".

Use The Web Domain As A Marketing Tool

Do you want to take advantage of something in the marketplace that resonates with your target audience. A great example of this is the green movement. You may also have developed a unique process, that you'd like to promote. Use domain names as a way to build brand recognition. For instance if you have an organic fertilizer, instead of directing traffic to the company's domain, use a marketing domain, such as: "www.GetTheLeadingOrganicFetilizer.com" or that improved process: "www. TheBestNewProcessForSomething.com"

Use your imagination to sell through the domain name. Even using your slogan as a domain would do the trick. The names are pointed to a splash page or the corporate site. They are cheap to buy and are effective.

Brag! Brag! Brag!

All our Moms told us that it’s not nice to brag. Well it’s about time you start (I’m sure your Mom won’t mind).

Don’t just assume visitors to your website, or readers of your promotional materials will understand all your accomplishments. Don’t hide these gems in the small print or some obscure link. Milk any impressive accomplishment. Customers want to know as much about you as they can. Understanding your facts will make you more desireable in their eyes.

It also differentiates you. “Bragging rights” is King in the world of branding. Now is not the time to be shy and humble. Scream from the mountain tops and claim your success territory.

Opt-in Email - The Perfect Crop!

Now that you have your lure in place, ie: an eBook, or video, white paper - something of value to your audience, you are ready to make it available for FREE. If you are using an email service such as iContact or Constant Contact, you can get the sign-up code to paste into your html page. Now on your landing page, you would promote this lure or (email harvester). You would have a text link or button leading to the sign-up page. Once submit is selected, their email goes into your database and they are delivered the FREE document. As time goes on and your list grows; you will see your private marketplace expand. It is your job to go out onto the web and spread the word of the availability of your free information. Not only do you benefit from a growing list, but it compliments your expert profile.

The fact that audiences are a diverse group, it would be recommended that you have multiple email harvesters all emptying into the same database. You could segment them to track which product interested them.