Building Your Brand: Determine Position

(adapted from an article by Amy Kennel entitled Step By Step Marketing: 5 Steps for Building Your Brand)

Some of the most well-known companies in the world owe their success to building strong brands. They have accomplished this by working to create a brand that consistently defines who they are and what value they provide their customers. A brand is more than just a swoosh and a "Just do it"...branding defines who you are, what value you communicate, how you're different from others offering similar products and services, and why people should choose you over your competition. Your brand is important to your business because it is:

• the verbal and visual expression of your business;


• the shortest and quickest way to communicate with existing and potential clients;


• the easiest way to create and increase awareness about your business; and


• memorable, meaningful, differentiated, sustainable and valuable.

Each of the BNI members in this room has a distinct BRAND whether you realize it our not. And strengthening your brand with the other members, your BNI sales staff, can lead you to even greater success. Following are the first of 5 steps to building a better brand.

Step 1: Determine your position.

Answer this question...who are you and how are you uniquely suited to serve the needs of your clients? The answer to that question is your position. Your position is the place you wish to occupy in the mind of your defined target audience.

Each week the most successful among us at getting referrals passed are the ones who have a target audience in mind. Not just a 'somebody' or 'anybody' but a specific person. The same is true for determining your position. It's important to identify a target audience versus marketing to the masses.

Think of your business in terms of your unique value to a specific target audience. Then examine your strengths, evaluate your target market's needs and study your competion for ways to do it better.

Case in point...I used to think that every woman walking down the street should be wearing my jewelry. And shortly after joining BNI I realized that the men in the group sought out my servies far more than the women did. I satisfied a need that they had to get it right with their significant other. And then I came to the realization that my jewelry is not for everyone. I believe that the ideal audience for my jewelry is an upwardly mobile, double income woman or man who appreciates art, values individuality and is expressive with their personal style. But I also believe that my business appeals to those who have a specific budget in mind and want something to express their unique style without breaking the bank. And recently I have been studying my competition and I can safely say that my jewelry is created with more heart and vision and is finished with a great attention to detail and finishing techniques that my competition just doesn't take the time to do.

That is the position of Tesori Trovati Jewelry.

What is your position? This week I challenge you to clarify your position on the path to your branding. Do tell what you have learned about defining your postion in the comments.

Working Words of Wisdom

A person who aims at nothing is sure to hit it.