How does the world see you? It may not be the way you see yourself. Either way, it's time you find out!
We need to know how our customers regard us. Is there market clarity or market confusion? Are customers as clear about who we are and what we can do for them as we are?
If not, it's our responsibility to send a clear and consistent message about who we are and what's special about us.
Be the best at what you do best
In our quest for customers there's a tendency to try to be all things to all people. In our desire to be service-oriented when a customer says "jump" we naturally say "how high?"
Yet you should operate from a position of strength. Signal to others what it is that you do best. Let it flow off your tongue in your elevator speech, sparkle in your web site banner ads and be reinforced throughout your collateral material.
Whether it is your product line, company or the services you provide you must tell the world in a consistent fashion what it is that you excel in.
Tag - it's you!
Does your company, product or service's tag line tell a tale that's embraceable? Many company names leave customers pondering what the core business is.
If your company name doesn't say it all, make sure your tag line tells the tale. Focus on the benefits, not the features. Emphasise the results of the work, not the process.
The clearer you are on the results that accrue to your customers, the better they'll be able to determine how best to hire you or buy your products.
It's your defining moment
If you don't define yourself and your business effectively, your marketplace will do it for you. In terms of positioning, you want to be the focal point.
There was once a database company whose brilliant engineering was undermined by weak marketing. Despite superior products, they lacked name recognition. They were resigned to introducing their company name, then having to say: "Have you heard of XXX? We're a competitor of theirs". As you can imagine, they no longer exist.
Carve your own niche, stake claim to your own territories and position yourself appropriately. Be known for your strength. When you come from that place of strength, competitors will be left to carve out what's left.