There is a lot more to being profitable, leveraging your product against the competition, and increasing revenue than having a quality, advanced and market-tested product. Despite developing breakthrough products and devices, you may struggle to get your organization’s unique message out to your target market.

How is your brand perceived in the market for products and services used by your ideal demographic? How does it compare to top competitors? What values and beliefs are vital to your organization and target consumer? Are you clear on your positioning statement and key differentiators?

Despite their best marketing efforts, organizations across the nation find themselves drowning in competition, unable to effectively stand out, and struggling to reach their target markets. Marketing is the solution.

Perhaps your previous marketing endeavors have felt tiresome, unpredictable or even like a waste of money. This can be especially true when marketing tactics have been cobbled together with no clear demonstration of return on investment.

Hope is not lost.

Your organization already has a unique and authentic brand, one that will make your product shine, unlike anything your target market and competition have ever seen before. The key is to uncover and document that unique brand, and effectively communicate it outward.

This can be developed using a proven, research-based method that utilizes the greatest marketing resource available to you: your ideal customers, consumers, product developers, and influencers. The first step is to learn what initially attracted them to your product, device or organization, so you can unlock the secret to attracting more of those types of people. Uncovering this information and completing the branding process takes four succinct steps:

  1. Assemble a group of your ideal customers, consumers, product developers, and influencers. These are the people who have been involved with your organization for years. These are people who are loyal, avid fans of your product and organization. These are people who refer their colleagues to your product. These are the people who remind you just why you love your job. Make a list of roughly 10-15 of these people.
  2. Design a survey that questions exactly why they love your product. Why did they choose you over others? What has kept them a loyal customer or avid fan? What do they enjoy most about your products? What are their unique stories or interactions with your organization or device? Was their life forever changed for the better because of your product? These are the things you will want to learn. Make your survey around 10-15 questions long. Email it to your survey respondents kindly asking them to take part in making your organization and products better for future customers, consumers, and influencers like them.
  3. Analyze these responses carefully. It may be a very humbling experience for you to see such a raw perspective on what your product means to these people. Know that what you are seeing is the truest version of your brand, honest and unclouded by your own perceptions and biases. These responses will form the core of your unique, revised brand.
  4. Synthesize these responses to construct a brand messaging document that clearly outlines three or four core defining qualities of your organization and/or product(s). Explain these in detail, focusing on what value they provide to your target consumer. Next, generate a single sentence positioning statement that expresses in simple terms what you provide at what value to whom. Finally, develop a brand essence, which is a short phrase that describes your organization at its core (i.e. “Premier,” “Distinguished and Superior”, etc.). This should be the succinct idea that comes to mind when your target consumer and customer think of your organization or product(s).

The brand messaging, positioning statement and brand essence will create a foundation for all marketing materials you produce henceforth. With a custom brand backed by research in place, you can clearly define your organization as an authentic entity set apart from the competition.

Chelsea Humbach

Author Chelsea Humbach

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