ICE Innovation say repositioning your brand/product/service to appeal to the needs of a specific group of prospects doesn’t just mean what your target prospects think about your product or service. Rather, it’s about how they think about your brand in relation to your competitors’ products and services. For example; Your product is less expensive, performs better and fits better with the customer’s values. Positioning often relates to your brand’s strategic objectives so you must define these first.
How does the marketplace currently see your company in comparison to your competitors?
If you think you have no competitors, ICE Innovation say you are best asking a totally impartial person or company to survey a good number of people to ask them the same question about your business. The response will tell you whether you are totally on track or being pigeon-holed into a category of product/service that you actually don’t want to be associated with. Whatever the result, you are in a much better position to take action.
How do your customers see your company and what do they value about you?
You may well have a perception about your company that is not currently held by prospects and customers. The best way to understand the answer to this question is to perhaps take a two pronged approach to this:
Ask your customers what they think you do?
You may be surprised that they don’t understand even half of what you do and you could therefore be missing out on referrals and other opportunities that you are currently missing! Once you have asked your customers, then ask a selection of prospects what they think you do and find out what they think is the biggest benefit of using your product/service above anything else.
For more information about how to build brand differentiation that sets you above your competitors speak to one of our branding experts at ICE Innovation on 0113 237 2777 or visit our website www.iceinnovation.co.uk
