06. July 2022

Less pretense, more positioning

Precise positioning and focus on brand and offer are crucial for the efficient and measurable achievement of your marketing and communication activities. The claim or slogan - in other words: brand promise - shows itself in its concentrated essence, brings the customer added value to the point, and gets curiosity going. It also influences the customer loyalty process and reflects your corporate culture. That's why positioning should also be at the center of every single measure. But this is not always easy...

Crisp questions, focused answers

Positioning is derived from questions and answers, which can be discussed internally within the team. The questions are neither complex nor difficult, but it takes much critical self-reflection to answer them. Furthermore, this process is often confronted with the well-known phenomenon of the "prophet in his own country". Therefore, having an external partner who supports you in keeping your distance and focus is helpful. The experience of coherent wordings and their strategic importance is thus included in the marketing planning from the very beginning of this process.

  • What is the primary competence of your company?
  • What is the added value of it for your customers?
  • How does your offer differ from the competition?
  • What needs does your brand cover?

Customer focus instead of product focus

Brand and product success, whether analog or digital, is always based on customer focus; in other words: customer orientation before product orientation. So that the desired curiosity inevitably follows. This must be comprehensibly reflected and felt in the positioning and every measure and customer contact. In this sense, successful brands also start long before the actual communication measure - with the corresponding processes.

And yes, sometimes you also have to adapt the classic thought patterns for this: Selling without wanting to sell directly. Convincing through added value is the key. After all, it's all about heart selling, i.e., binding customers to your brand. Because: communication is not just selling. It's the relationship between people and brands. And that always starts in your core, your positioning.

Acting instead of reacting

Be at least one step ahead of your competitors! This means taking trends and future requirements into account in today's considerations and communicating proactively with customers.

Cooperating instead of competing

Enter into future-oriented cooperations with customers and partners and thus drive developments, quality assurance, and marketing as a unit and lived network.

Motivating instead of resigning

Customer loyalty and economic benefit require a lot of know-how, perseverance, and commitment from everyone involved. The management is the role model and benchmark for this; the employees are your brand ambassadors.

Opportunity vs. focus

Most companies are driven by opportunities and do not want to focus for fear of not reaching specific target groups or giving way to the competition. The profile is diluted with a wide range of offerings and becomes difficult to grasp. The result is a dispersal of activities, which leads to insufficient means and resources.

Time required

The more individually you want to address the customer, the more content must be planned and produced and prepared, and coordinated for the various channels. Relevance and topicality provide the framework for content planning. The effort to implement constant, target group-oriented marketing communication is often underestimated.

Trust in one person

Trust in a company and its brand is an essential asset. However, this is often tied to a person who shapes the customer relationship. In a small business or SME, this is often the boss. But he has other things to do and usually no time for communication work. Good internal communication and reliable processes can compensate for this.

Agency selection: Finding the right partner

So when it comes to choosing a suitable partner agency, mutual understanding is elementary for successful cooperation. Do we understand each other without long explanations? Can we know each other's thought processes? Do we like the language style of the other person, and does it fit both our companies? You should be able to answer these questions with YES. Otherwise, you run the unwilling risk of having to accept too much initial effort, friction, and budget losses in your marketing.

In the same way, it is not enough to believe that putting a little money into "a little social media" is worthwhile. Online communication is ultimately also strategic target group management. And a lot of money can be wasted if the communication levers are not used in a targeted and integrated manner, i.e., in a coordinated way - and this is precisely where we come in as an agency.