Positioning and messaging

Once you have clarity on who your customer is, and how your offering meets customer needs better than all options, you need to develop an effective way of communicating this to your target customers. This is accomplished through branding and messaging, which includes every way in which you identify and communicate your company and its solutions.

Ultimately the goal of the communication process is to effectively position your company and products in your customer’s mind. The normal way we learn is to compare new things to those we already know and understand. So any new innovation we learn about, we position in our minds relative to something we already know.

Your aim is to ensure you direct and influence this positioning. The ideal is that when people think of your company and products, they think of you as a unique solution to a specific problem, and they call you when facing that problem. 

Many new ventures struggle with their core messaging – and as a result fail to get their message out to the market. To win customers, the way you talk about your products and services is just as important as the products and services themselves.

It is critical that your branding and messaging communicates:

·         Clearly, in a way that even non-technical people can readily understand

·         Concisely, as people do not have time to digest long communications

·         Consistently, so that whether customers visit your website, speak to a salesperson or read an interview with one of your executives, the message is the same.