Pricing. Positioning. Both are vital.
This is the 3rd iteration of my website and brand. Something that's taking a lot longer than I thought (as it always seems to). But no matter how much I develop and grow my own business and brand, as well as many others, I'm always fascinated by one thing:
"Why do some companies charge more? And why do some companies (feel as if they have to) charge less? "
I'll give you my professional advice, having worked on my own business and brand, as well as many Fortune 500 brands over the years.
First, let's talk about differentiation.
It's the age-old question I see so many businesses and brands have a difficult time answering:
"What makes you so much different than every other business that does what you do?"
Such a simple question, but you wouldn't believe how difficult of an answer it is for many MANY people to answer about their company.
Of course, we all like to think we're different, but the fact of the matter is, "Do your customers see you as that?" Or can they Google you and scroll down the page to see 10 other competing companies that do something similar.
Remember, I'm not talking about this from the standpoint of those that already know you. I'm talking about from the standpoint of those who don't already know you.
So, take the time to answer that.
Second, let’s talk about repositioning.
Not sure where I got this formula, but here's the exact formula that I go through, to help reposition clients, to better compete with those that do similar things (or at least pretend to do similar things):
For (target), (brand) is the (category) that is the (point of difference) so they can (end benefit) because (reason to believe based on point of difference).
For example, if you were Macy's you would probably say something like this:
For shoppers looking for great fashion on a budget, Macy's is a top-tier retail store that (insert with a point of difference) so they can help customers both look and feel good because when you look good, you feel good. And when you feel good, you do good -- in both your life and career.
Now, understand that is a completely made up brand positioning statement, but the formula is not.
The formula is what helps drive a company forward or backward, depending on where it is you are, and where it is you would like to go. Which I hope is up. ;)
About the author.
Since 2008, Jared Kessler has worked with some of the most highly-recognized firms and brands, to grow their sales with words and copy. Including Hewlett Packard, Hyatt, T-Mobile, Ben Bridge, Microsoft and more than a dozen others.
He started Jared Kessler Creative to provide a better, more strategic approach for growing these same kinds of businesses and brands. But in a different, more personalized way.
Please visit jaredkesslercreative.com for more information. And see what a 10-year proven track record will do for you OVER your competition.