| How does the world see you? It may not be
the way you see yourself. Either way, it's time you find out!
Recently I typed my own name into a series of search
engines to see how well known I was. Surprise, surprise! I learned in England I am a
soccer star with adoring fan clubs and celebrity status, in New Zealand I'm a playwright,
author and editor. Stateside I am either a Gastroenterologist in Kalispell, Montana or a
gospel singer with 4 CDs to my name in Ohio. Who knew!
My point? We need to know how our customers regard us. Is
there market clarity or market confusion? Are customers as clear about who we are and what
we can do for them as we are? If not, it's our responsibility to send a clear and
consistent message about who we are and what's special about us.
Be the Best At What You Do Best
In our quest for customers there's a tendency to try to be
all things to all people. In our desire to be service-oriented when a customer says
"jump" we naturally say "how high?" Yet you should operate from a
position of strength. Signal to others what it is that you do best. Let it flow off your
tongue in your elevator speech, sparkle in your web banner ads and be reinforced
throughout your collateral material. Whether it is your product line, company or the
services you provide you must tell the world in a consistent fashion what it is that you
excel in.
TAG — It's You!
Does your, or your product or service's tag line tell a
tale that's "embraceable"? Many company names leave customers pondering what
your core business is. If your name doesn't say it all, make sure your tag line tells the
tale. Focus on the benefits, not the features. Emphasize the results of the work, not the
process. The clearer you are on the results that accrue to your customers, the better
they'll be able to determine how best to hire you or buy your products.
It's Your Defining Moment
If you don't define yourself and your business effectively
your marketplace will do it for you. In terms of positioning, you want to be the focal
point. There was once a database company whose brilliant engineering was undermined by
weak marketing. Despite superior products, they lacked name recognition. They were
resigned to introducing their company name, then having to say: "Have you heard of
Oracle? We're a competitor of theirs." As you can imagine, they no longer exist.
Carve your own niche, stake claim to your own territories and position yourself
appropriately. Be known for your strength. When you come from that place of strength,
competitors will be left to carve out what's left. Once you Google yourself successfully
you will leave the rest of the Yahoos in the dust! |
