Synergy Information
Tuesday, 10 June 2014 21:53

Embrace The Limb

Written by 
Rate this item
(0 votes)

 

LeadershipLeadershipConsidering all the words I write on branding, essentially all I’m saying is that if you’re not playing, you’re losing. That’s not to say that you’re not successful, but that you’re not being the best you can be. You’re losing ground to your competition. I’m saying that marketing can be a little easier when you compete as a leader not a follower. You have to consciously be the leader – behave like one – deliver like one.

Most companies advertise by using campaigns to inspire consumers to buy in the moment. They use any number of proven techniques to get the attention of you the consumer. A number of these techniques have even taken on a life of their own. Ie: When something is new and improved, or there’s 50% more etc., you see these statements contained in a burst, or a banner, or a peeled back page – these visual gimmicks are called violators in the industry. There are violator companies out there, who do nothing but generate these cues. Color is used for its psychological effects, sound and smell are often brought into play. Tantalizing visuals are also used to stir those emotions. As this paragraph outlines, there are any number of tried and true ways to advertise and they are consistently used by everyone who advertises. Each technique invokes a reaction.

The one thing that small business has yet to embrace is branding strategically. A key deliverable in branding is positioning. It is probably the number one deliverable I discuss when I talk about branding. It is the thing that absolutely resonates with customers. It is the differentiator that many companies wish they had but don’t know how to develop.

Why?

Because to position wisely, you must be a leader. As we see in life, not everyone is cut out to be a leader. There are vastly more followers than leaders. Many businesses like the tried and true. They don’t enjoy going out of their comfort zone and they pay a high price for this. It is much easier to do nothing and be content with what you have. A lot of people are afraid of “Leader” because they fear being called out on it. This is a just fear if they’re really not a leader, but are pretending to be. It’s not enough to say you are the Leader, you must BE the leader. Act like one and win like one. Without knowing it, we all lead in some way. It’s within all of us. Maybe it’s the ‘no brag rule’ that our Mother’s instilled in many of us, or a childhood shyness we never quite outgrew. If you ache for your brand to lead, then positioning should be a must-do in your business bucket-list.

This is where I typically come into the picture in the role of Brand Consultant. I take heads of companies through the maze of their business environment and deliver an awareness of their brand. This clarity provides the fuel that satisfies their hunger to lead. Often times, the positioning developed accurately reflects an area they currently dominate but have not articulated effectively. I inspire them to “bold-up” as it were. If you couple the Leadership Positioning with traditional marketing, then you have a very powerful message to resonate with customers. Without positioning you are simply one of many. Your competitors are many as well. Without Positioning, everyone is saying the same thing in different ways. All the slogans while inspirational, don’t resonate. Leading gives the customer something to embrace and understand your value.

As a category leader, you must embrace the limb. That is to say, you have to climb out onto the limb first, then with all confidence embrace it. To benefit from this precarious location you have to put in place processes that encourage and sustain your leadership. Brands grow or decline with time. Depending on the foundation laid out, your brand will go in one of these directions. Establish a strong set of Brand values and stick with them. The leadership position you embrace, must where to these values as they are the foundation defined.

 

Read 1168 times Last modified on Tuesday, 10 June 2014 21:57
Ed Roach

For more than 25 years, Ed Roach has worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. Ed appreciates working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Ed consults predominantly with businesses facilitating his proprietary process, "Brand Navigator." This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace. He also provides one-on-one online and telephone consulting.

His clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

Website: www.thebrandingexperts.ca/menu.html
Login to post comments
There are five menus on this site.
At the very top of the page in the black strip, you will find information on our Company. Below that, in the red strip, is the main menu.  On the bottom RHS, you will find details about our Company. Just above in the red strip are the articles. Just to your right here in black we are experimenting with menus that will change regularly. 
If you have any comments, please send them to This email address is being protected from spambots. You need JavaScript enabled to view it.