Many of us struggle daily with the idea of positioning ourselves powerfully in the marketplace. What brand positioning strategy should we implement? How can we set ourselves apart? What can we do to stand out in a competitive industry?
We outsource the branding to agencies, read articles and educate ourselves on trends and consumer behavior to get a better understanding of what we should be doing to skyrocket our brand to new levels. We depend heavily on these outside resources to tell us what we should be saying, how we should build our brand and how we should develop our messaging.
But we’re missing a very critical step when we go this route.
As business owners and entrepreneurs, we have a very unique opportunity. An opportunity for success that lies right at our fingertips – or more literally, within us.
Rather than starting with these outside sources to determine what is going to be most effective for us, we must start with ourselves.
Traditionally, the world defines brand positioning as how you position your brand in the marketplace, or how to make a brand occupy a distinct position in the mind of the customer. To us, at the Campfire Effect, we view brand positioning as an opportunity to first position your business around who you are as an entrepreneur.
So many businesses are missing out on an enormous opportunity to impressively position themselves in the marketplace when they skip this step. You are missing the opportunity to capitalize on your most significant differentiator – YOU and the WHY behind your business.
Gaining clarity around and having a deep understanding of these key elements allows you to set a foundation for your business that is so resilient, it will stand the changes of your market and the test of time.
Accomplishing this first step saves you massive amounts of money in the long run, as all of your efforts will be aligned and your target audience and brand positioning and messaging will already be so clear. With this step completed, by all means work with the professionals and experts to craft your messaging around this newfound brand clarity, and help you to establish your strategy for successfully getting that message out.
But it’s easier said than done. Not to mention, we tend to gravitate towards spending time on the urgent and important…and not the important non-urgent Quadrant II items Stephen Covey discusses in 7 Habits of Highly Effective People, that will have the most significant impact on your business. Like building your brand.
So, how do we get this clarity so that our brand positioning is spot-on perfect?
By digging deep to your own roots and aligning yourself with a powerful and meaningful brand purpose that is in line with who you are as a person, your values and your beliefs, and also with an unmet need of your audience.
Understanding that much of fulfilling your purpose comes from being an amazing one-of-a-kind person, and using that to fuel your brand. The most astounding thing you’ll uncover in this process, and one of the most prevailing ways to influence your prospects and gain new customers, is an authentic and real brand position. As stated by Micah Solomon in his Forbes article on authenticity, “to win customers over today, a business needs to behave in a way that is genuine and is perceived by customers to be authentic.”
Sometimes it takes a little guidance to go through this process. The Campfire Effect Root Force Course helps businesses do this with a very clear and formulaic framework. We want to walk you through a few of these steps right now to help you gain clarity on who you are, so that your brand positioning can bring you great success.
The importance of getting clear on your roots for brand positioning
We mean more than taking a few minutes to think about your favorite things. We need you to dig deep and rediscover who you are at the core of your being and what you strongly feel defines you as a person. What drives you to do what you do, and why? Numerous times I’ve uncovered the ‘why’ as I complete this exercise with business owners going through our course. The ‘why’ will help you discover and define your brand purpose and in turn your most impactful brand positioning.
The role of your personal journey on brand positioning
It is all too often that entrepreneurs neglect to take advantage of the most powerful element of brand positioning. Their personal journey. Most business owners begin their brand story with the present day. They define their brand positioning around what’s happening here and now. But, if you want to have true influence and build tremendous credibility, start with the back story. Build trust with your audience and educate them on the depth of your brand as you dive into the observations and realizations you had over time that led you to what you are doing today.
For enduring passion, a forever-burning brand fire and success, your brand positioning must be about who you are and your brand must push you to become who you want to be.
Join our Campfire Community and leading brand and growth experts and consultants for weekly virtual sessions on how to compellingly tell your brand story, keep your brand fire fueled and overcome common entrepreneurial challenges. Register before December 31st, and receive January for FREE.