There's no denying that a website is the most essential component for marketing any business today. Unfortunately, you site is now competing with millions of other sites and blogs for an online audience that is overwhelmed with choices, has limited attention and way too much to see and absorb. Like never before, any brand online needs to have an authentic and differentiated brand story and positioning.
The imperative to define your value.
A brand is the essence or promise of what will be delivered or experienced by your customer. A brand creates an idea in the mind of your target and also reflects what you stand for. Therefore, your brand positioning must define what’s different about your solution and how it’s unlike others. It also requires that you offer more than a commodity.
A brand positioning should provide a clear understanding of what you stand for, how you’re different, and why prospects should consider what you offer over others. Our structured brand positioning process and services will document and define:
a relevant and compelling summary of the value you offer
a simple articulation of the primary reason a prospect should consider your product or service
an authentic message grounded in a specific target benefit that can be “owned” in the marketplace
a foundation for all marketing communications and messaging—online, traditional, & social
If they don't know what to expect, they won't buy.
If prospects don’t understand what you offer, they won’t convert. More importantly, if you don’t know what your brand promise is, neither will anyone else. Because they won’t know what to expect from you or how or why they should use, buy or work with your solution.
Our brand story and positioning services define and document your unique selling proposition—the value that you offer—in a structured and simple format.
If you don’t have this, you're going to need it to market online. Why? Because it will become the foundationfor all of the content that you'll create. Think of it as a set of strategic guidelines for the value that you'll be presenting online.