A Deep Dive into the Power of Brand Positioning

Show notes

In this episode of Marketing Spark, Mark Evans and Clay Ostrom discuss the importance of brand positioning and how it applies to marketing, sales, HR, product development, and raising capital.

We explore how positioning is about finding a unique place in the market and creating a memorable connection with customers.

We talk about the importance of clear and effective positioning in order to stand out in a competitive market and avoid being lost in the crowd.

We also discuss improving a company's positioning, including understanding customers, analyzing competition, and developing an offering that aligns with customer needs.

We also touch upon the key deliverables of the brand positioning process and how to measure the ROI of the work done.

Key takeaways

Tweaking button colors, calls to action, and navigation treats symptoms. High bounce rates and long sales cycles often trace back to a weak position and a story that misses the mark.

In a survey of business leaders, the biggest group rated their positioning 7 or 8 out of 10. That 'good enough' range is dangerous because nobody remembers you.

Build positioning in three steps: customers first, then competition, then your offering. Define customer needs separately from what you sell, and never ignore competitors.

You don't need to differ on everything. Pick two points of value, out of perhaps ten, where you can stand far apart, like Turkish beach towels that are 20% bigger and have a classic single-color design.

Positioning pays off slowly and is hard to attribute directly. Watch bounce rates, sales cycle length, and how well customers retell your story, and revisit it every three to six months.

A Deep Dive into the Power of Brand Positioning

Show notes

Tell me what's going on with your marketing.