In my most recent consulting project, I’ve been uncovering what really makes my client's company remarkable while discerning how their competition positions and sells their story. After 2 months of analysis, we have a strong new direction for the business internally, and a fresh idea for the story they need to tell in the marketplace to create differentiation.
Just as we finished this new strategy, I learned of a competitor, who after review, is touting almost a mirror image of the new position we’ve set forth. “Interesting”, I thought. “Back to the drawing board”, thought the client. While this was a seemingly logical first reaction by them, all is not lost.
The competitors message might be true; but thankfully, positioning is more than simply a story of intent. While the corporate narrative is critical, more valuable are the subsequent stories of success that you acquire from doing business in a more remarkable way.The competition has communicated a particular mission, but, they have not shown the fruits of this labor via case studies, testimonials, examples of superior work, etc... to prove the words they have crafted for their website (the stock photo’s aren't helping either). All they have done is manufactured a message (as far as the outside world can tell).
So, the direction remains to follow our new mission, with a spotlighted emphasis on bringing the exceptional results to life throughout all the chosen marketing venues. In a short amount of time, our message will "look" much different than the hollow facade presented by the competition.
When you relay your successes in a manner that reflects your brand personality, it strengthens your positioning, the trust in your story, and the reason you should be chosen above your competition. Otherwise, it’s just a bunch of hot air.
Actions really do speak louder than words.
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