HOW TO POSITION YOUR BUSINESS FOR SUCCESS
Position Your Business for Success
Article by Shana Yao
Photo Credit: Dasha & Mari
Magazine: Issue #26
Earning $10k a month is a goal of many new entrepreneurs and for many, it is their measure of success. While it seems unreachable for some, it easily becomes the standard for others.
What sets apart a brand that makes $10k a month from one that only makes $3k a month?
One of the most overlooked things by entrepreneurs when they start their business is positioning their brand in the marketplace. Whether you are a coach, or sell a product, your business sits within a category filled with other businesses that sell similar products and services. Where your brand sits amongst the competitors will determine how valuable your business is to your target clients. Many entrepreneurs leave their positioning up to the consumer - but the reality is, we teach others how to value ourselves. Your potential clients judge your value based on the products and services you offer, the quality, your communication, your marketing, your branding, and your prices.
WHAT IS POSITIONING?
Positioning, as defined by Jack Trout and Al Ries– experts in marketing and branding and author of the book “Positioning”, define it as the perception your clients have of your product or service. It’s how you “place” the product in the mind of the consumer.”
Positioning is the value and experience you deliver to your customer. If you position yourself as high end, you know your product or service is at the top level of quality for the category it is in. It delivers benefits that no other brand delivers, and therefore, you know you can charge a higher rate. To create positioning for your product/service/brand, you need determine how your brand stands out to that target market.
Here are 3 things you can do right now to position your brand for success.
1. TELL A COMPELLING STORY
Understand who you are - how your talents, strengths, life experience, and your unique personality play into your brand. After all, if you don't recognize these important facets of your personality, your ideal clients won't be able to connect with and find you. Who you are is more than just a business message. It's the deeper story behind the message - your WHY of why you are started your business in the first place. It's understanding your personal value, and the things about yourself that make people take note.
Who are you? Why do you do what you do? Tell your compelling story - it's how you build strong connections.
2. DEMONSTRATE YOUR BRILLIANCE IN A SPECIFIC AND DELIBERATE WAY
WHAT do you do? What makes you amazing? What is the value, the transformation, the experience you give to your clients? Whatever it is you do, show others your expertise.
The most effective and successful businesses show their brilliance by GIVING it away for free.
WHAT??? (screeching car slamming on the brakes)
Yes, brilliant brands are so confident in the value they deliver, they proudly show others and GIVE their best stuff away. This could be through videos, articles like this, public speaking, effective graphics - anything that demonstrates your expertise.
3. OWN YOUR VALUE
Be known for who you are. Many new entrepreneurs think they have to create a persona that isn’t them, just to “fit in”. They try to embody what they think the market might like. But doing this is exactly the opposite of what will create effective brand positioning.
PEOPLE BUY YOU. Yes, you read that right. Sure people want what you sell, but the decision to work with you over a competitor is based on who you are and the emotional experience you deliver in your brand. Owning your value, being bold in your actions, and not worrying about judgement from others is how you create an irresistible brand.
PULLING IT ALL TOGETHER
As you can see, positioning your brand for success is something that needs to be proactively addressed. Without it, your brand will not stand out in it's category and in the end, not make the money you deserve.
Positioning is not just what you do, it's a standard, a state of mind, and an embodiment of who you are as a person and who you need to be in your business. The most successful business owners are ones that are congruent in their being so that they deliver a consistent message and consistent value in their business.
This is why I believe it is everyone’s real job in life to become the person they are meant to be and having a business is the best way to do so. Because having a business that uses your greatest strengths, talents, and life experience makes you step up to become your successful self NOW. It's how you launch into your business as an expert and it makes you step up to that expert status everyday. You get paid for being YOU.
If you would like to find out more about building a successful business that always has clients and makes you the money you deserve, I invite you to schedule a chat with me.
