Is your brand supported by a stong positioning statement?

Why do I need a written positioning statement

While the rise of e-commerce and a global economy is making the marketplace bigger, the local shopping scene for your average consumer is shrinking. Large chains and big box stores are putting the squeeze on the independent businesses, beaconing them to sell or become a franchise.

While many people acknowledge that it is sad when local businesses close up shop - it seems the benefits of shopping local don't appear to outweigh the benefits of a big box or franchise store.

Personally I believe in local businesses - I know that my local pharmacist has been in the community for 30+ years cares about the town, it's people and invests back into the community by selling the handmade cards and candies crafted by our local artisans.

While a large corporate might donate financially to the schools - I know that my local electrician is not only sponsoring the football team by helping pay for uniforms, he's also attending the games, is part of the booster club and is serving pancakes at a fundraiser.

These are the differences that set our local businesses apart and the differences that we should be trumpeting in our marketing efforts.  

What is meant by a positioning statement?

I teach my clients that the positioning statement is the WHY and the WHAT that prompts your clients to buy from you.  It's the reason that they spend time and money on your goods rather than your competitor. In short if your business were to shut its doors tomorrow- it's what the customers would lose.

What does your business stand for?

If you believe your company is unique, better or adds and creates value - you need to be able to prove it. You can't be all things to all people so don't shoot yourself in the foot trying to create a statement that just sounds good - think about your business and honestly assess your strengths, consistency in delivering the difference is what matters here.

Think of your business as a personality - is it cheery or grumpy? Organized & neat or fun & loose? Is it upscale or down to earth? Is it exclusive or inclusive? Then think of your competition the same way are they someone that your customers would rather spend time with? Why should they spend time with you over them?

How do we put it together?

First appeal to your target market - figure out who your ideal customer is and focus on them. Then figure out what the difference or set of differences are that you can consistently deliver to that ideal customer.  Then write it down, revise and refine until you have truly distilled the secret sauce of your business. It should read something like this:

To (target market:local business owners on the I-94 corridor), Manuel Mendiola is the one (Business type or category:promotional consultant) that (Benefit 1: takes the time to create complete programs), (Benefit 2: helps you track your results) and is (Benefit 3: dedicated to his clients success).

Unlike other (competitor: specialty printers and apparel providers), Manuel is dedicated to (Key Difference: promotional marketing. )                                

Once you've established your position in the market make sure your messaging is consistent in all your marketing, then contact UniversalPromo,Inc. to tie it all together through promotional product marketing.