It’s not easy to define your one inch of difference, but when it is constructed, it is much easier to buy your media and sell your brand.
by Nick Powills
1851 Franchise
I will give you a hint, It’s not Sriracha.
However, it is brand Sriracha. It’s brand heat. It’s a brand’s secret sauce. Or, better known as a positioning.
Look at any franchise or business trade magazine. Find the amount of brands that know what they are truly selling. Not just in product. Not just in sales. But, the entire opportunity. How do they define it and how do they center all of their stakeholders around that vision?
Admittedly, it has taken me awhile to figure out my agency’s position in the very crowded agency marketplace. What most agency’s use as their standout positioning and vision, in my opinion, are just table stakes. Some use legacy and time as their positioning – but that’s not a position, that’s simply a statement. Some use depth of experience, but many have depth of experience within their leadership. Some use creative, some use a statement, some use buzz words. The real secret, though, is in data and execution.
Moving onto your brand – why are you spending as much money as you are without knowing your position in the marketplace? Your position will ultimately help lead you to a vision statement and your plan for executing against it. This step is often missed because you feel your positioning is in your product. But look at great brands and ask yourself if it is their product that nails the positioning, or if it is something much deeper.
Chipotle’s positioning is not around its product, it’s around its why and the customer experience. Apple has a great product, but their brand has been positioned around connections of innovations (music, tech, video, streaming). The list goes on and on.
It’s not easy to define your one inch of difference, but when it is constructed, it is much easier to buy your media and sell your brand.
Take all of the b-to-b and b-to-c ads you placed within the last year. Lay them out across the table. Find the consistencies in messaging. Ask yourself if you have really nailed your positioning. Would you buy your product? Would you buy what you are selling?
Some brands take years and years to figure out their winning ways. Some brands are more than willing to adjust, too, when sales indicate it’s time for a refresh (McDonald’s). Data, a willingness to change and more data will help guide you to an opportunity at defining your positioning in whatever crowded marketplace you occupy.
