New Angle on Your Company Positioning

What role does your brand positioning play in your sales and marketing process?

For most organizations, positioning can play a big role in creating advantage when competition is a key issue.

Many times, a prospect is not just looking for a single product.  They are also looking to engage and test a relationship with anorganization for more long term needs.  This is a critical type of prospect for your company: they have long term revenue value and provide greater margins over time as selling is no longer required (like any returning customer situation).

While working with clients, AftertheNet helps them explore the right strategy for positioning their company in the market place.

The factors which affect positioning decisions include:

• competitive situation
• pricing point of products / services
• critical features for their customers

Companies have a difficult choice in positioning their brands in the marketplace.  They often avoid positioning out of fear of narrowing their customer base and thereby reducing their opportunity.

Our approach is to treat your brand positioning as more of a voyage rather than a one time tactical step

Consider this new angle on your company branding:

Is there a particular area in which your company excels:

• The customer service part
• The delivery of product or services
• The post purchase support side
• Anything else

Consider putting that strength front and centre in your tagline or opening branding statement.

Why is this important?

If you have larger competitors, often you’re the second or third company that people are looking at.  Immediately, your company is on a defensive footing in the sales process — struggling to stand out in a comparison shopping situation.

Creating a strong positioning statement around your core advantage area will give your company some of that control back:

• By creating a clear picture of your distinct advantage in the marketplace
• By connecting more strongly with those prospects who regard that area of strength most highly

This approach to positioning doesn’t narrow your company’s market opportunity –  it only creates a stronger starting footing in a competitive sales process.