Trudy

I’ll see your Positioning and Raise you a Brand

by Trudy on February 10, 2012

Recently we were asked to explain the difference between brand and positioning. With our penchant for bringing clarity to things, we were excited to do so.

In fact, we have observed for a long time, that this is actually an area that is often murky, and misunderstood. It is one of my pet peeves, right next to my pet peeve of strategies that try to masquerade as objectives (and are not) and strategies that are actually tactics…but that is for another day!

So we thought, why not bring clarity to the differences between the two?

The words branding and positioning are often used interchangeably. And while they are interrelated their definitions are quite distinct. Positioning is where it all begins. A positioning statement is the basis for a brand.

Positioning is the aspect that makes people want you/your offering/your organization. It is the collective expression of need and benefit. We think of positioning as the stick you shove in the sand identifying exactly what place you own and what value you provide. Slightly aspirational, always truthful, but definitely the best version of what you are. It is the singularly focused mental space that is of compelling importance to your audiences and at the same time clearly sets you apart from others in your sector. Only you can define a positioning statement, it is your work to do, your audiences will not take the time to figure this out. We regard this as step one in establishing a brand.

Brand is the process that lets people know you. It is the result of the full set of associations with your organization. It predicts the type of experience a person will have with you, and generates an emotive response. Brand happens with or without your purposeful effort, as it occurs only in the mind of the audience.

However, strategic management of a brand is a highly influential effort that can positively shape and enrich expectations, awareness, experiences and strengthen and sustain relationships between the organization and its audiences.

So while a change in market circumstances (i.e., new competitors, new innovations, new mandates, new economy, new market, etc.) may require that the positioning statement be reviewed to ensure it is current with the conditions, a forward-thinking, well managed and grounded brand should essentially remain true to its core.

Can you clearly identify your positioning vs. your brand? You need to know both to maximize your impact.

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Memorable Messaging

by Trudy on January 27, 2012

I have to admit, I find the task of message development really stimulating and satisfying. Interestingly 2012 has so far been a big year of message development.

Funny enough, clients often hire us to write their messages, but none in almost 14 years of business, have ever asked us to TEACH them how to message, until last week. We were up for the challenge. Vicki and I had a LOT of fun working with an enthusiastic, engaged group of people on messaging.

But as I got us ready for this, I realized it is one thing to know how to do something, and it is another to then figure out what your magic is that makes it happen, so that you can teach it to others.

After much careful thought we were able to find a way to talk about it that was truly reflective of how we do it at PROVOKE. We were excited to share it, because we KNOW that effective messaging is a challenge for so many people and therefore so many organizations. So, you our awesome readers – get to have a bit of what we developed too. Because, wouldn’t this world be a better place if we were all more effective in our communication?

Where we started is how to even spot a good message, which lead us to identify what makes a message memorable.

Messaging Made Memorable (just do this)

The PROVOKE Method

Succinct (get to the point)

Impose as little time as you can to have another get your point. Be clear, be brief.

Focused (say what?)

Know whom you are talking to and talk to them specifically.

Only one thought/point/concept/fact at a time.

Credible (who says?)

Ensure that your message is believable, truthful.

This can be a result of a trusted source or a salient fact.

Desired (so what?)

It’s not about you, it’s about them. Why should they listen?

Your message needs to provide value to the receiver.

Real (get it?)

The approach must be genuine. Make it tangible, personal/human, conversational.

Feel (it gets me)

To remember, people need to feel it.

Resolve (and so?)

Provide a solution, hope, a call to action.

 

We (and our group from last week) know that it takes a lot of work to get a memorable message, but hopefully this gives you a frame of reference to get you started. Happy communicating!

 

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Who Should Make the First Move?

by Trudy on January 13, 2012

I had an incident recently that really made me sit back and think about the customer – company relationship.

I have had a six-year relationship with this organization, an important relationship with daily interaction.

I pay substantially for this service, and it is a very important job that they do for my family.

For some time, I have been experiencing growing disconnection from them, have been seeing the tone growing to an unfriendly state (not just to me but as an overall approach to business).

Whether on purpose or inadvertently, many barriers have sprung up that are definitely moving the relationship to arm’s length.

All of the things that surround the service have become increasingly dis-pleasurable, but the actual service is uniquely strong.

And recently, in the midst of some pre-holiday stress of getting deadlines taken care of, a relatively minor interaction (in hindsight) was the proverbial straw that broke the camel’s back. And, quite uncharacteristically for this relationship, well, I let it all out. Truthfully, more than was required. My perspective was loud and clear (okay overly loud and in your face clear – it was not my best moment for sure). There was however a very valid message in my emotional response that was pretty evident: “I’m a very frustrated customer and our relationship is not in a healthy place”. I awaited a response. It came and the net net was: “too bad, your issue, grow up”.

Hmmmm.

For sure I did not set up an air of co-operation with my commentary. And there is a lesson to be had in this; an excellent reminder the message is the medium! You attract more with honey than vinegar, I get all of that. But I had been using honey previously and that had not gotten me anywhere. I pulled out the vinegar.

Am I wrong to have thought that as the customer, they would take the high road, and really see that they had a frustrated customer and want to do something about that?  I really was hoping for that outcome, but in the end they reacted consistently with their core approach. And we remain here weeks later with ill will.

Frustrating.

I know you are asking, so why am I still there, paying my fees? Because the actual service itself is really quite stellar on a comparative basis and there are very few quality options.

This is a really good reminder to all of us in business that even when we are highly coveted, we need to remember there is no business without the customer. Relationships are what sustain good will when inevitable bumps occur in a great product.

I think I am going to put the vinegar back on the shelf and decide to move with grace instead.

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See You in the New Year!

December 29, 2011

In the spirit of practicing what we preach, we are purposefully taking a break from blogging this week to focus on what matters most to us – relationships. Our next post will be on January 6th.

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Happy Holidays

December 23, 2011
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