How to Position Yourself to Be a Valuable BrandBy
Value proposition. Brand positioning. It sounds like such fancy words, but what do they mean and why are they important?
Let’s face it: today’s world is full of cheap people. Everyone wants something for free.
Everyone feels entitled to getting something for practically nothing.
But is that really true? After all, why would there be iPhones, Lexus cars, or Macy’s? The truth is, there are buyers out there who are willing to pay more. How do you get them? It’s all in how you present yourself. That’s called your value proposition or brand positioning.
For instance, if you always compete based on price, you will always have to be the lowest bidder in order to win. But if you lead with your value proposition, you will attract more business.
Here’s a story I recently heard from a speaker at one of the local networking meetings I attend. The speaker described how he was looking for a bicycle to give to his son for Christmas. He went to a bicycle shop near his house and selected a bike in the mid-price range. The store owner went to the back to get his order and came back lugging a big box. It was a do-it-yourself assembly job.
The man, a busy business man who lived in Chicago, did not have a mechanical bone in his body! So he asked how much it would be if the store owner put the bike together and he was quoted $20. The man said he would think about it and left.
The next day, the man went to another store a little further from his house. The man found a similar bicycle and when asked if the bicycle had to be put it together, the owner said, “Oh, we have already taken care of that for you, sir!” The man found out that not only would it be taken care of, but it would not cost him any extra.
It turned out, the business owner hired teenagers to assemble the bikes. It was a win-win situation. The teens learned a new skill and got some money. The store owner attracted so much extra business that it more than made up for the wages of the employees.
So how do you find your value? What are your strengths? What makes you different than the joe blow down the street? Why should someone come to you rather than someone else?
Find benefits other than price that you lead with. Don’t make it all about the price. And when you do mention money, be sure to couch it in terms of investment. For instance, asking your prospect, how much is a client worth to you? Or comparing everyday expenses with your program. “For less than a week’s worth of Starbucks coffees, you can invest in your health and get these results.”
Getting involved in the rat race of bidding wars based on price will only suck you dry.
Learn how to present your value through brand positioning and you will indeed find branding success!
ABOUT THE AUTHOR: Dana Susan Beasley, the creator of an online training program called Brand Identity Quest, helps Christian families create sizzling brands so they can build dazzling futures. A graphic artist, writer, and homeschooling mom to a special needs son, she is the owner of AngelArts, an arts agency and publishing house. It’s purpose is to inspire audiences to reach for new heights in their lives and beyond through excellently-designed publications and products using original art and literature. To take her free mini-course, 5 Steps to a Wildly Successful Home Business, click here to start no