Brand Strategy and Positioning ServicesStandOut

For a brand to be able to own real estate in your prospect’s or customer’s mind it must be clear, consistent, unique, and relevant. In a crowded and noisy world, your brand should communicate who you are, what you do, and reflect why you’re different and important to a prospective buyer within 3 seconds. Testing unaided or aided awareness by simply asking prospective buyers, preferably those who do not know you or your company, how your brand performs on these variables is a great starting point. Figure out ways to test if your brand is clear, unique, and relevant within 3 seconds.

Identifying a unique market position is answering the question "Why do I win?". Like an iceberg, this is a simple question on the surface but should be explored at a much deeper level. "Customer service", "value", "innovation" are all fancy but generic buzzwords everyone is screaming from the rooftops. Define why the market leader is winning in a single characteristic. This is the "primary" variable. Then list "dynamic" variables important to buyers. Identifying which market variables your company can maximize provides a good starting point for carving out a unique market position.

All of these are various tactics that fall under foundational advertising channels (traditional, digital, OOH, captive, etc.). Key when your rep is making your eyes roll back in your head with this jargon is simply asking them the primary purpose each of these tactics have in the marketing funnel and what are the key metrics to evaluate performance. Prospective buyers are either "in market" or "out of market" and your tactical strategy should align with your goals.