In this activity, you’ll explore what you want to be famous for and determine what reputation you wish to build for your business. It’s important to be authentic here too. It matters that you are passionate about the customers you will be serving. You will also need to check that the audience is profitable for your business. In the following activities you will be exploring your ideal client. This customer should inspire you to step into your brave voice. Everyone has super powers it’s just a matter of finding the right audience for them. The goal here is to STOP competing with the competition.
The goal of this activity is to paint a picture of who you are selling to or if your business to business what industry you’re selling to. The goal here is to align who you are selling to and what you are selling together to create a sweet spot for your brand’s positioning.
Who are you selling to?
- Who will buy your product or service?
- Add a demography or lifestyle choice? Or if business to business, what industry do they operate in?
- Are they male or female? What position do they hold?
- Where do they live? Where is the business located?
- Keep asking yourself questions to get clear on exactly who you are selling to.
What are you selling?
- What category or industry are you competing in?
- What area of expertise or specialization can you bring?
- What is it that only you provide?
Now I’d like you to double check that what you’re selling and who you’re selling it to is infact unique only to you so that you can stop competing with the competition.
Your startups positioning statement is most often used internally and in pitches to help explain what you sell and who you sell to. The most important part of creating your brand’s positioning is for you and your team to be clear on who to market to and how to communicate what you’re offering.
You’ll know you have nailed your positioning when…
- You have an intimate understanding of WHO you are selling to.
- Your competitors would be jealous if you went to market with this strategy.
- Your colleagues question that you’re crazy because it’s so specific.
- None of your competitors are doing it.
- The described market is not currently being served.
- People will talk about it, because it IS different.
- It gives you ideas about what touch-points your brand should have.
- It helps you find your audience.