5 signs you may have brand positioning problems
Let’s pretend your marketing content isn’t working well. Do you have writing issues or deeper brand positioning problems? Here are 5 signs you may have problems with your brand positioning.
#1: If you were to ask your employees what makes your business special, you’d get a different answer from each person.
And I don’t mean each employee would use slightly different words. I mean, you’d hear distinctly different ideas.
Among the many answers, you’d probably hear some clichés for your industry, such as we have great service, high quality or caring people.
You may even be met with blank stares or nervous giggles.
Bottom line: If your employees aren’t clear on what makes your business unique, chances are, your customers aren’t clear either.
#2: You’ve tried creating a tagline or writing website content for your business, and it was a difficult process.
And by difficult, I mean running a marathon up a mountain in two feet of mud would have been easier.
Do any of the following scenarios give you untimely flashbacks to your last copywriting experience?
- You and your copywriter went through draft… after draft… after draft… after draft…
- You had a tough time building consensus among your team. (No shortage of opinions there!)
- You had a lot of colleagues who wanted to weigh in and leave their mark.
- All of the above.
When you run into process issues, they’re often an indication you don’t have consensus or clarity around what you’re trying to communicate.
#3: Your competitors have distinct and memorable personalities, while your business *sigh* is a bit bland.
Listen, bland is okay… if you’ve been advised to cut back on spicy foods.
But is bland good for your brand identity and marketing content? Not so much. Bland often means your business looks and sounds like a commodity.
As one of my brand strategy colleagues likes to say, having a distinctive brand personality can be a great way to differentiate your business when you sell a similar product or service to your competitors.
If you haven’t given any thought to the personality or voice of your business, you may have a brand positioning problem.
#4: You have a great company, but you’re losing business to competitors because they tell a better story.
Ah, this may be the most frustrating one of all.
You have an amazing business, but it’s getting lost behind the shadow of more polished competitors. You don’t look as credible. If you’re competing for big-time customers, you come across as a small player.
If you haven’t given much time to developing your core message and how you tell your story, it may be time to do so.
#5: Your website content contains a lot of marketing cliches because you don’t know what else to say.
Let’s face it. It doesn’t matter if you’re a big, established company or a small-but-mighty business: Writing about your own company can be tough. It’s easy to get stuck.
And if you aren’t clear on the story you’re trying to tell about your business, it’s natural to slip into clichés.
Here’s the problem: When you use clichés, you sound like everybody else.
Here’s what’s worse: That means you’re missing out on a chance to give people a compelling reason to engage with your company. There’s no emotional connection. Not to mention, your business may be perceived as a commodity and get stuck competing on price.
Developing your brand positioning and core message can give you a ton to talk about with your customers—and in words that matter to your buyers.
So, where do you go from here?
- Read related articles on building a brand.
- Learn about creating a brand message platform, which can strengthen your brand positioning.
Until next time!