Having a strong reputation and brand identity are crucial if you want to earn consumer trust, differentiate your business from competitors and avoid competing on the basis of price.
That requires carefully considering the attributes you’d like people to associate with your brand…and then doing everything possible to evince those attributes and promote them in your communications.
Therefore, before launching a marketing or communications campaign, you should make sure you thoroughly understand – and can articulate – your raison d’etre, or reason for being, and what distinguishes you from competing businesses.
Clarifying Your Position in the Market
Admittedly, this can be a difficult challenge, especially if market conditions have significantly changed or your points of differentiation are subtle, difficult to explain, or frankly non-existent. I can provide an objective, strategic, third-party perspective to help you clarify your position in the market — and then craft the messages and assemble the supporting evidence to establish and reinforce that position.
Of course, if you make claims about your expertise, attentive client service or high quality products, you’d better be able to back them up…or risk destroying your credibility. After all, it’s easy to assert a claim. It’s much harder to demonstrate it.
Developing Your Go-To-Market Strategy
It also is important to confirm your Go-to-Market strategy before investing time and money on an outreach campaign. That involves answering a handful of pointed questions: