So now we know what channels and what content formats buyers use, the next question is: what should vendors say?
This is where brand positioning and messaging become critically important and this is what this post explores: how positioning and messaging work to help the sales journey.
Brand positioning is the act of inferring specific attributes to an organisation in the mind of target customers through associations with the brand. It is a process of turning objective truths and subjective values of an organisation into marketing narrative. One that feels authentic and ownable to that organisation and relatable to its customers. This is then communicated across key customer touchpoints.
The brand position tells the story of how an organisation is uniquely placed to deliver on the needs of its customers. It is manifest through messaging, organisational values, thought leadership, campaigns and value propositions.
When done effectively, brand positioning starts a conversation with prospects on terms that the vendor can control. This conversation starts before any direct sales engagement and is delivered persistently through those most influential touchpoints identified in our research – industry press, company website, online advertising, social and subject matter experts.
When an effective brand position is communicated consistently in this way, an organisation is selling on its own terms. The story of why an organisation is different from competitors is being told consistently and accurately. It’s there at the very first stage of the customer journey and it gives control and context throughout.
If you find yourself repeating the same functional information during the sales process and want more ability to tell customers why you’re uniquely placed to address their needs, your brands’ positioning is a good place to start.
