#1: How to Position Yourself
In my eBook: Ethical Brand Marketing | How to Rock Your Revenue and Make More of an Impact in Your Industry, you’ll learn how a strong positioning strategy will determine your sustainable success. If your customers view your company the way you want to be viewed, that’s wonderful. If not, you may want to take measures to reposition yourself.
Learning about your competition’s position will give you insight on how to differentiate yourself.
You can do this by taking a close look at your competition. How are they positioned? What are the adjectives you would use to describe them? Are there some words you want your customers to use when they think of your brand?
What niche is your competition serving? Do you want to remain in direct competition by serving the same exact niche or would you like to pick a slightly – or even completely different – niche.
Let’s say your main competitor is described as ‘trendy’ and even use that adjective in their messaging. You, however, know good design when you see it and yes, your stuff is trendy too, but to be honest, you want a long-term sustainable customer, a loyal raving fan, not someone who skips around from one place to the next hunting down the latest trend. Instead, you may want to be viewed as ‘timeless’ and ‘stylish’ and tell stories about the amount of time your customers can spend with your products because they are high quality, long-lasting and always in style.
#2: How to Communicate
Communication is so important in connecting with your customers and turning them into raving fans. Conscious consumers who really engage with you do it because they resonate with what you’re saying and how you’re communicating. Can you learn from your competition by looking at their communication? Absolutely.
Not only should you pay attention to how your customers speak and what words they use, pay attention to how your competition plays with their words and how their customers react to them.
You could also do this with other industries as well to get fresh ideas of how to amp up your messaging. You can get real creative, just as long as it fits your style, brand and target market.
Fair Warning: Always remember, being clear is more important than being clever. For example, if you use a play on words, but it’s not 100% clear what you mean, then don’t use that play on words. It’s better to use a ‘normal’ word than a metaphor that hardly anyone will understand.