You may not want to breathe like Darth Vader or be known as the baddest dude in the galaxy but let’s face it – he really got his positioning right. And the great thing is it became so easy for him to then create a global brand. Vader or The Lord as lots of people referred to him, went to the ‘Bad-ass School of Marketing’. Unfortunately, unless you’re Lord Vader, Lord Voldemort or Lord Farquaad – yes there is a pattern – then that opportunity for extended learning is closed to us mere mortals but want can we learn from the man in black?
Many entrepreneurs and small business owners I have come into contact with understand the power of branding. Good branding definitely plays a part in helping to carve out that coveted spot in the marketplace but it takes time and money to see a return. Getting your positioning right first can make it so much easier to develop your brand. People often ask what’s the difference between positioning and branding. Positioning is part of branding but it comes first. As a business owner you are in control of your positioning but in fact it’s your clients who are in control of your brand.
Establishing a position is a lot easier and quicker than establishing a brand. It helps your clients to understand the benefits of your products/services and whether it’s right for them. Can you imagine what it would be like if all your potential clients knew exactly what you were offering and the unique benefits they would get as a result of engaging with your business? It really would save a lot of time. Clarity is key and Vadar understood this, which is why he was the most feared person in the galaxy.
What the very best business owners and entrepreneurs do is begin with positioning as the basis for the development of their branding. This provides them with a concrete foundation to distinguish their products and services and provides a strong basis from which to launch an effective branding strategy.
A positioning exercise enables business owners to determine precisely what their aims are and what their position in the market should be, based in part on establishing a firm understanding of how clients perceive rival companies. Crucially, the positioning process makes successful differentiation within a single market area easier to achieve. Subsequent branding efforts therefore stand a much greater chance of establishing a distinctive identity for a company of any kind.
Tomorrow we will look at how you undertake a positioning exercise. Until then may the force be with you!
Have a great day everyone.